购买情境对展览行销知觉与顾客抱怨行为关系之干扰效果-以.docVIP

購買情境對展覽行銷知覺與顧客抱怨行為關係之干擾效果-以2006台北國際食品展覽會為例 李培銘，蔡顯榮 德霖技術學院國際企業系助理教授 德霖技術學院國際企業系專任講師 摘要 企業藉由舉辦展覽行銷，以呈現自身商品之優點與吸引力，以驅使消費者購買其促銷商品，是國際商務非常重要之一環。消費者在參觀展覽的期間，亦常因不同購買情境而促使其發生消費行為，以致於事後總是懊悔不已。然而目前並無實證研究說明購買情境、展覽行銷知覺與顧客抱怨行為彼此間是否有影響關係。本研究目的即在探討展覽行銷知覺與顧客抱怨行為二者之關係為何？並加以探討購買情境是否對展覽行銷知覺與顧客抱怨行為二者之關係形成干擾效果？本研究採用問卷調查方法，共發出320份調查問卷，其中有效回收問卷為275份，並以層級迴歸分析檢定研究假設。研究結果發現展覽行銷知覺與顧客抱怨行為之間呈現顯著正向關係，但是購買情境並未對展覽行銷知覺與顧客抱怨行為之關係具有干擾效果。最後，針對研究結果提供未來管理實務與學術研究之建議。 關鍵字：購買情境、展覽行銷知覺、顧客抱怨行為 The Moderating Effect of Buying Situation on the Relationship between Perception of Exhibition Marketing and Customer Complaint Behaviors- A Study for 2006 Int’l Taipei Food Show Tsai, Hsien-Tung, Lee, Pei-Ming Instructor of Department of International Business, DE LIN Institute of Technology Assistant Professor of Department of International Business, DE LIN Institute of Technology Abstract Past literatures showed that company with perception of exhibition marketing to promote product to customer is very important in international business. But no empirical study explained the relationship among buying situation, perception of exhibition marketing and customer complaint behaviors. Thus, this study wanted to find out the moderating effect of buying situation on the relationship between perception of exhibition marketing and customer complaint behaviors. Two hundred and seventy-five data was analyzed to test the research hypotheses. The result showed that the positively relationship between perception of exhibition marketing and customer complaint behavior. But buying situation didn’t have the moderating effect on the relationship which between perception of exhibition marketing and customer complaint behaviors. Finally, implications of these findings and suggestions for future research were discussed. Key words: buying situation, perception of exhibition marketing, customer complaint behavior 壹、緒論 企業運用展覽行銷(exhibition marketing)以發展其國際商務，隨著企業國際化潮流的影響，有愈來愈多的趨勢(吳興蘭，2002)，然而卻有可能造成消費者對所作出之消費決定，產生後悔或抱怨。再者，從顧客抱怨行為(custome