| Summary: | 碩士 === 國立高雄應用科技大學 === 財富與稅務管理系 === 101 === The primary objective of this study is to investigate the effect of exhibition marketing activities between exhibition intention and firm performance. According to service quality and relationship quality, this studiy devises a hypothesized model for exploring the links among contextual variables.In this model, exhibition marketing activities including sales activities, information collection, building relationship and exhibition impression. The author collected 325 manufacturers in Taiwan as our research data. In order to clarify the relationship among these variables, structural equation modeling (SEM) is used to examine the hypothesized model’s fit and the hypotheses. The researcg findings indicate that sales activities, information gathering and exhibition impression have positive impact on exhibition intention. Furthermore, exhibition intention does positive impact on firm performance. This paper illustrates the important role of exhibition marketing activities on firm performance through empirical evidence.
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