| Summary: | 碩士 === 德明財經科技大學 === 行銷管理系 === 104 === Conventions and exhibitions can stimulate the development of peripheral industries and thus boost the economy. Booth recruitment is the first step in successful exhibition planning. A key point for exhibition planners is to assume the customer’s perspective and understand exhibitors’ decision making processes in exhibition participation. This study explores the literature on exhibition motivation, exhibition quality, and exhibition effectiveness, and builds a framework for the decision making process in exhibition participation. This study also considers the perspectives of professionals in the exhibition industry, and analyzes, via Analytic Hierarchy Process (AHP), the decisive factors of exhibitions in B2B and B2C, respectively. The results of the study can serve as an important reference for relevant organizations.
The findings of the analysis show that the importance ranking order of indexes in terms of index weight for trade exhibitions is participation motivation (0.7043), exhibitors’ performance (0.6080), and service quality (0.5338). As for consumer exhibitions, the ranking order is service quality (0.4662), exhibitors’ performance (0.3920), and participation motivation (0.2957).
The outcomes of the research carried out by the Analytic Hierarchy Process method reveal that exhibitors think highly of different factors when they participate in trade and consumer exhibitions. Therefore, organizers need to know the major factors that influence exhibitors to hold successful exhibitions.
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