The Influence of Farmers'' Association Image, Service Quality on the Exhibitor Satisfaction and Behavioral Intention-A Case Study of National Farmers’ Association

• Main Authors: Jia-Jing Wu, 吳家菁
• Other Authors: 簡立賢
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/04929477098341794396

碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 105 === This study discusses the influence of exhibition organizer image and service quality on the satisfaction of the exhibitors, and how the satisfaction affects the development of follow-up intentions, from the view point of National Farmers’ Association exhibitors '' attentions. By analyzing the multiple dimensions on the issue to understand National Farmers’ Association''s exhibition performance and exhibitors'' needs in the past decade, this study is able to find out which services in need to be invested by exhibition organizer, and to effec tively enhance the exhibitors'' participation will and performance, and to establish a good reputation in business to expand the market as well. This research mainly focuses on the exhibitors who have participated in the exhibitions of National Farmers’ Association in the last five years. 150 were chosen as samples for questionnaires for conducting and amounts to 113 effective samples. Those statistical methods, such as descriptive statistics, reliability and validity analysis and Pearson-moment correlation, multiple regression analysis, and path analysis, which to verify the mediating effect analysis, were applied. Empirical results showed that the most significant factors affecting the exhibitors'' satisfaction were the "institution image", "Promotion image" and "Corporate credit" of the corporate image and the "Tangibles" and "Reliability" of the service quality. Also, "Exhibition performance" of satisfaction was approved to be the most significant factors in influencing the behavioral intention of the exhibitors.