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題名：探討策展公司社會責任對企業形象、關係品質與網路口碑影響之研究
作者：洪堃耀
作者(外文)：Hong, Kun-Yao
校院名稱：東方設計大學
系所名稱：文化創意設計研究所
指導教授：林明宏
學位類別：博士
出版日期：2022
主題關鍵詞：策展公司；企業社會責任；企業形象；關係品質；網路口碑；Curatorial companies；Corporate Social Responsibility；Corporate Image；Relationship Quality；Internet Word of Mouth
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會議展覽產業可為國家與都市整體經濟發展創造出許多經濟性與非經濟性效益。隨著IT科技不斷的進步與發展使得展覽活動不僅只是以往的靜態性陳列，而是一種綜合參觀者的感官感受的參觀體驗，也使得許多策展公司越來越重視這樣的市場發展。會議和展覽活動牽動與涉及到的產業鏈範圍也相當大，也因為會議展覽活動可為國家以及都市帶來相當可觀的經濟效應，也使得全球各個國家或各都市也將會展活動列為政策推動的重點工作。會議展覽產業也包括文創產業，近年來由於全球文化創意產業興起，展覽功能日益多元以及複雜。另隨著社會的期待以及消費意識高漲形成一股社會責任的世界潮流，企業社會責任已是所有產業必須要面臨到的重要課題並且列入經營管理的重要理念與策略，策展公司也必須不斷創新與突破，策展公司的形象會影響消費者的觀感，企業如能積極長期經營與潛在消費者的互動關係，透過相關策略建立良好的企業形象較能取得消費者的認同，因此可以建立消費者的信心並激發出後續的「正面網路口碑」行為。此外，由於網路口碑是有正面以及負面的，在現今網路強大的與論影響力之下，企業更需重視與顧客間的關係品質的影響。本研究藉由探討策展公司社會責任、企業形象以及關係品質影響網路口碑的關聯性以及程度，本研究期望幫助我國策展公司透過社會責任建立良好企業形象，在網路發達的時代中，能有效的掌握網路口碑。
本研究以問卷調查法並採便利取樣方式選定高雄市會展活動參與者為問卷調查對象，本研究結果說明如下：
1.策展公司之社會責任對企業形象有正向顯著影響。
2.策展公司之企業形象對網路口碑有正向顯著影響。
3.策展公司之社會責任對網路口碑有正向顯著影響。
4.策展公司之企業形象在社會責任與網路口碑之間有中介效果。
5.策展公司之社會責任對關係品質有正向顯著影響。
6.策展公司之關係品質與網路口碑有正向顯著影響。
7.策展公司之關係品質在社會責任與網路口碑之間有中介效果。
The conference and exhibition industry can create many economic and non-economic benefits for the overall economic development of the country and the city. With the continuous progress and development of IT technology, exhibition activities are not only static displays in the past, but a visiting experience that integrates the sensory feelings of visitors, which also makes many curatorial companies pay more and more attention to such market development. The scope of the industrial chain affected and involved by conferences and exhibitions is also quite large, and because conferences and exhibitions can bring considerable economic effects to countries and cities, it also makes conferences and exhibitions in various countries or cities around the world. focus of work. The conference and exhibition industry also includes the cultural and creative industry. In recent years, due to the rise of the global cultural and creative industry, the functions of exhibitions have become increasingly diverse and complex. In addition, with the expectations of the society and the rising consumer awareness, a world trend of social responsibility has formed. Corporate social responsibility has become an important issue that all industries must face and is included in the important concepts and strategies of management. Curator companies must also continue to Innovation and breakthrough, the image of the curator company will affect the perception of consumers. If a company can actively and long-term manage the interactive relationship with potential consumers, and establish a good corporate image through relevant strategies, it will be more likely to win the recognition of consumers, so it can establish a consumer The confidence of the users and stimulate the follow-up "positive Internet word of mouth" behavior. In addition, because online word-of-mouth has both positive and negative aspects, companies need to pay more attention to the influence of the quality of the relationship with customers under the powerful influence of the Internet today. This research explores the relevance and extent to which curatorial companies’ social responsibility, corporate image and relationship quality affect Internet word of mouth. This research hopes to help curatorial companies establish a good corporate image through social responsibility. In the era of Internet development, can effectively grasp the Internet word of mouth.
In this research, the participants of Kaohsiung Convention and Exhibition activities were selected as the survey objects by the questionnaire survey method and the convenience sampling method. The results of this research are described as follows:
1. The social responsibility of the curator company has a positive and significant impact on the corporate image.
2. The corporate image of the curator company has a positive and significant impact on Internet word of mouth.
3. The social responsibility of curator companies has a positive and significant impact on Internet word of mouth.
4. The corporate image of the curator company has an intermediary effect between social responsibility and Internet word of mouth.
5. The social responsibility of curator companies has a positive and significant impact on relationship quality.
6. The relationship quality of curator companies has a positive and significant impact on Internet word-of-mouth.
7. The relationship quality of curator companies has a mediating effect between social responsibility and Internet word of mouth.
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