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題名：當代展覽行銷管理之承諾與參與研究
作者：扈瓊玲
作者(外文)：Huh, Chung-Ling
校院名稱：輔仁大學
系所名稱：商學研究所博士班
指導教授：李天行
學位類別：博士
出版日期：2016
主題關鍵詞：承諾；參與；社群媒體；文字探勘；情感分析；SEM；Advanced IPA；commitment；engagement；social media；text mining；sentimental analysis；SEM；Advanced IPA
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過去十年間，亞洲成長為全球第二大展覽市場，但透過虛擬社交網絡和實體展覽，來調查當代展覽訪客參與知覺的研究非常少。 電子商務中社交媒體的預測分析，已經成為商業和展覽研究的一個重要領域。 本研究透過智能技術，對B2 B和B2C展覽做展覽訪客的參與率調查，研究發掘出臉書的粉絲專頁和訪客參與度之間的相關性，訪客數量，臉書按讚數，評論數，情感偏好，參展商數，以及攤位數與展覽訪客的參與表現程度都有顯著的正相關。文字雲，脈絡分析結果發現，參觀者高度關注於遊戲化的活動設計，激勵活動既能提高訪客的參與率並能加強展覽體驗。本研究的展覽訪客參與率預測，提供會議會展籌畫人(PEO,PCO)，透過分析可前期規劃提高性展覽訪客的參與率及減少展覽的管理成本。透過文本挖掘和文本情感分析，使得本研究成為亞洲展覽領域的先驅研究。
本研究的展覽活動行銷績效溝通模型，源自於贊助商，廣告績效，以及消費者行為和神經心理學理論領域內的情緒反應的研究。本研究加入承諾與參與理論，建構出展覽研究的新溝通模型。透過結構方程式驗證潛在變項間的關係，重要程度分析確定展覽行銷策略的改進優先順序。 研究發現，展覽品牌的參與態度對參觀者的展覽參與行為有正向的影響，而願意為展覽品牌付出較高的門票費用的參觀者，對再次參與同品牌展覽與口碑行銷推薦給他人，有正向顯著的影響。本研究提供會議會展籌劃人，在擬定展覽的行銷策略時，透過模型了解展覽事件應該如何被設計，以便創造的正向承諾的情感，參與態度，進而提高參觀者的參與度。
Asia has become the second largest exhibition market in global market share for the past decade, but there has been very little research on Asia exhibition visitor perspectives on their contemporary exhibition engagements through virtual networks and physical exhibition surveys.
Electronic commerce predictive analysis in social media has become an important subject of both business and exhibition research. This exhibition B to B and B to C research brings out the concept of a communication model in an exhibition visitor engagement by utilizing intelligence techniques. This study explores the relationship between Facebook fan pages and visitor engagements to these exhibitions. As a result of this study have found that from the number of visitors, face book fans like counts, comment counts generated by social media, emotional factors (sentiment polarity) and the number of exhibitors, the booths that have been occupied have a significant positive correlation and are highly related to the visitor engagement performance. The linear Discriminate Analysis (LDA) result found that visitors were highly concerned with gamification activities for an incentive prize both to create involvement and to enhance the exhibition experience. This study explores the value of exhibition visitor engagement forecasting and how the PEO can make use of these analytic tools not only to improve performance but also to reduce exhibition management cost. This pioneer study utilized both text mining and sentimental analysis in this exhibition study, especially with regard to the area of Asian research.
This study also provides empirical evidence of the effectiveness of event marketing and illustrates the application of a specific communication model. This model is founded on research within sponsorship, advertising effectiveness, and the emotional responses within the areas of consumer behavior and neuropsychological theory. Research include commitment and engagement theory in this model to create a new research area for exhibition study (Norberto Muniz Martinez, 2012). Structural equation modelling (SEM) has been adopted to verify the model with latent variables. Importance & Performance Analysis (IPA) has been used to identify improvement priorities in event marketing strategy. This effectiveness communication model illustrates the directions of how an event should be designed to create both a positive commitment emotion and engagement attitude. IPA positioning the variables of communication model for SWOT analysis provide PEO & PCO to review the visitor’s perception when they are formulating an exhibition marketing strategy.
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