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題名:B2B會展參展商展位人員的個人特徵、互動行為及交流表現
作者:盧盟方
作者(外文):LU, MENG-FANG
校院名稱:元智大學
系所名稱:管理學院博士班
指導教授:李伯謙
學位類別:博士
出版日期:2022
主題關鍵詞:B2B會展內在動機外向性格顧客導向互動行為資訊績效關係績效B2B exhibitionintrinsic motivationextroverted personalitycustomer orientationinteractive behaviorinformation performancerelationship performance
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企業對企業(B2B)會展被視為行銷人員與現有和潛在顧客進行聯繫的成本效益措施(Bello&Barksdale,1988;Lilien,1983)。 此外,它們被視為企業資訊收集、產品曝光、關係建立和組織學習的寶貴渠道(Hansen,1996;Kerin&Cron,1987; Li,2006)。B2B會展作為行銷媒體的組成部分,為產業買賣雙方提供了一個進行交易、關係和資訊交流的良好平台(Siemieniao&Gębarowski,2017)。
現有的展覽文獻缺乏對B2B會展背景下展位人員-展覽參觀者二元互動的前因和後果的系統性和理論性調查。從社會交換理論的角度來看,這項研究的主要目的是研究被忽視但關鍵的主題,希望提供有趣的理論討論和管理建議。具體而言,本研究試圖發展和測試與展覽相關的模型,該模型的構建旨在找到有關展位人員與參觀者互動的三個問題的初步答案。一、個人特質是否會影響展位人員的互動行為?二、展位人員的顧客導向行為是否可以調解個人特質與互動行為之間的聯繫? 三、展位人員的互動行為是否會影響參觀者對展位人員的資訊績效和關係績效的評估?
本研究模型包含三個主要組成部分。一,展位人員的個人特徵包括以下因素:尋求挑戰(challenge seeking)、工作樂趣(task enjoyment)和外向性格(extraversion personality)。二是展位人員的互動行為,包括資訊蒐集(information gathering)、B2B會展的關係行銷視角(Relationship Marketing Perspective)和關係綁定(relationship bonding)。三是兩個變數代表展位參觀者在對展位人員的資訊績效(informational performationce)和關係績效(relational performance)的評估。此外,本研究還探討了顧客導向(customer orientation)對個人特徵和互動行為之間Relationship Marketing Perspective的中介效果。 最後,本研究表明:一、內在動機、外向性格和顧客導向是展位人員互動行為的重要先決條件。二、二元數據表明互動行為與展位參觀者的信息和關係表現密切相關。三、展位人員的顧客導向積極地調解了內在動機和互動行為因素之間的關係。四、展位人員的顧客導向積極地調解了外向性與互動行為因素之間的關係。
Business-to-business (B2B) exhibitions are regarded as cost-effective measures for marketers to contact existing and potential customers (Bello & Barksdale, 1988; Lilien, 1983). In addition, they are regarded as valuable channels for corporate information collection, product exposure, relationship building and organizational learning (Hansen, 1996; Kerin & Cron, 1987; Li, 2006). As a component of marketing media, B2B exhibitions provide a good platform for transaction, relationship and information exchange between industry buyers and sellers (Siemieniao & Gębarowski, 2017).
Existing exhibition literature lacks a systematic and theoretical investigation of the causes and consequences of the dual interaction between booth personnel and exhibition visitors in the context of B2B exhibitions. From the perspective of social exchange theory, the main purpose of this research is to study neglected but critical topics, hoping to provide interesting theoretical discussions and management suggestions. Specifically, this research attempts to develop and test a model related to the exhibition. The model is constructed to find initial answers to three questions about the interaction between booth personnel and visitors.
1. Will personal characteristics affect the interactive behavior of booth staff?
2. Can the customer-oriented behavior of booth personnel mediate the connection between personal characteristics and interactive behavior?
3. Will the interactive behavior of booth personnel affect visitors' evaluation of booth personnel's information performance and relationship performance?
This research model contains three main components. 1. The personal characteristics of booth personnel include the following factors: challenge seeking, task enjoyment and extraversion personality. The second is the interactive behavior of booth personnel, including information gathering, relationship marketing perspective of B2B exhibition and relationship bonding. Third, the two variables represent the evaluation of booth visitors' information performance and relational performance. In addition, this study also explored the mediating effect of customer orientation on the Relationship Marketing Perspective between personal characteristics and interactive behavior. Finally, this research shows that:
1. Intrinsic motivation, extroverted personality and customer orientation are important prerequisites for the interactive behavior of booth personnel.
2. The binary data shows that interactive behavior is closely related to the information and relationship performance of booth visitors.
3. The customer orientation of booth personnel actively mediates the relationship between intrinsic motivation and interactive behavior factors.
4. The customer orientation of booth personnel actively mediates the relationship between extroversion and interactive behavior factors.
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