| Summary: | 碩士 === 逢甲大學 === 國際貿易學系 === 101 === The main purpose of this research is to discover the satisfaction of international buyers and sellers while they participating international trade fairs in Taiwan, China, and Hong Kong. One of reasons for choosing these Asia regions is because of the geological location consideration. In order to find out factors which might have influence on trade fairs’ satisfaction, in this paper, we will discuss some key factors which might affect satisfaction of international fairs proposed by Geoffrey &; Ritchie（1998）and other scholars.
The author concluded seven factors including accessibility, facility, cost, service, communication, information, and attraction, which might influence the buyers and sellers’ satisfaction of international trade fairs. The main purpose of this study is to evaluate how these factors influence international buyers and sellers’ satisfaction, importance, and expectation by using IPA method. Getting further understanding whether holding an international trade fair will meet customers&;#39; satisfaction and expectation or not. Then through adopting the KANO model to identify quality attributes of these seven factors and make sure which factors might have strongly influence on international buyers and sellers’ satisfaction in different regions. The final step is to analyze the cause-effect relationship and level of influence factor. Therefore, the auther found out different quality characteristics to calculate the weight of each factor by using the decision making trial and evaluation laboratory (DEMATEL) method.
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