| Summary: | 碩士 === 大葉大學 === 休閒事業管理學系碩士班 === 104 === With respect to the tourism industry, the international travel fair becomes not only an important marketing network, but also an advertisement medium. Every travel fair can attract tremendous people and provide huge economical benefit. Accordingly, the research investigates that how the factors including the perceived value, the attraction, the environment factor, and the sales promotion influence the consumer purchasing behavior when the people participate in the travel fair.
The research took the questionnaires of the 2016 International Spring Travel Fair held in the exhibition hall 1 of the Taipei World Trade Center during 2016/3/25 to 2016/3/28 as the objects. The overall survey data were returned from 362 participants, wherein effective response rate was 90.5%. The research reveals that the factors including the perceived value, the attraction, the environment factor, and the sales promotion provide positive correlation with the consumer purchasing behavior. According to the regression analysis result, the variance which can effectively explain the dependent variable purchasing behavior was 16%. In other words, the sales promotion and the attraction positively influence the purchasing behavior. In addition, the secondary dimension result also showed that the sales promotion and the attraction positively influence the purchasing behavior. Therefore, the price promotion was the critical factor influencing the purchasing behavior during the travel fair
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