科技部專題研究計畫主持人
MOST 104-2410-H-155-043-SSS
對於科技廠商參展過程的縱向研究: 創業導向與市場導向的影響
A Longitudinal Study of Technology Firms’ Exhibition Process: Influences of Entrepreneurial Orientation and Market Orientation
科技部
Ministry of Science and Technology
元智大學管理學院
College of Management, Yuan Ze University
李伯謙
Pochien Li
元智大學管理學院
College of Management, Yuan Ze University
李伯謙
副教授
0917486686
pochien@saturn.yzu.edu.tw
計畫執行期間起:2015-08-01
計畫執行期間迄:2016-07-01
2016-04-18
2016-05-10
參加商展之企業廠商
1
004
05
人事資源投入、預算資源投入、規劃資源投入、角色清晰、角色矛 盾、參展目標接受程度、參展工作努力程度
personnel resource investment, budget resource investment, planning resource investment, role clarity, role conflict, exhibition goal acceptance, exhibition work effort
雖然現存的文獻以經提供了廣泛的商展知識,但是商展的研究仍有 未盡完備與被忽略的許多研究課題,因此針對該知識領域的學術研 討應進一步擴大和延伸。本專題研究計畫的主要目的是從參展廠商 的角度來發展和測試一個模型,這個模型以資源基礎的觀點調查與 探討參展廠商的資源投入水準對廠商人員參展認知和行為表現之影 響。本專題研究利用兩個商品會展進行問卷調查的資料收集工作 ,其中一份問卷發送對象為展覽攤位經理,詢問參展廠商的資源投 入情況;另一份問卷發送對象為展覽攤位人員,要求參展人員評估 自己的角色認知、參展目標接受程度、以及對於參展工作的努力程 度。本研究所使用之資料分析的方法包括描述性統計分析、探索性 因子分析、研究變數之信度與效度分析、以及廻歸分析。廻歸分析 的結果顯示本專題計畫之研究假說大多數都能獲得此回實證數據的 支持。本研究計畫的主要發現為:在展前階段裡參展廠商的資源投 入高低會對展覽階段裡參展攤位人員產生實質且顯著的影響。具體 而言,參展廠商資源投入的多寡分別能影響到參展人員的角色清晰 與角色矛盾兩個因素,其次參展人員的角色清晰程度又與參展目標 接受程度有顯著的關聯性,最終地參展人員的工作努力程度分別與 參展人員的角色清晰、角色矛盾、參展目標接受程度有顯著的相關 性。總體來看,本研究的最主要貢獻在於對於展會人員的參展行為 與動機提供了文獻上少見的理論性之探討與初步的實證性結果,這 些成果對有關會展的理論性知識和管理性啟示都有實質的助益。
Although the extant literature has hosted a wide-range of knowledge about trade exhibitions, such knowledge base deserves to be further expanded and extended due to many unclear issues as well as overlooked topics in the past. The primary purpose of the current research is to develop and test a research model from the exhibiting firm’s perspective. The proposed model, derived from role theory and resource-based viewpoint, is constructed to discuss and investigate the influences of a firm’s pre-exhibition resource investment behavior and the role perceptions and work behavior of its exhibition booth representatives during the exhibition period. The data of the empirical study is collected with two survey questionnaires at two trade shows in 2016. One questionnaire is given to the booth head of an exhibiting company, asking about the resource commitment behavior prior to the exhibition period. In contrast, another questionnaire is provided for a booth worker of the same firm, requesting the individual representative to report his/her own evaluation on role perceptions, exhibition goal acceptance, and degree of work effort during the exhibition period. The study has utilized the following analytic methods, including descriptive statistics, exploratory factor analysis, reliability analysis, and regression analysis. The results of a set of regression analyses show that an exhibiting firm’s pre-exhibition resource investment behavior has real and significant effects on its booth staff’s behavior and perceptions. Specifically, the degree of exhibitors’ resource investment behavior may have impacts on the factors of booth staff’s role clarity and role conflict. In addition, the booth staff’s role clarity is related to the degree of exhibition goal acceptance. Finally, a booth worker’s exhibiting effort is significantly related to that individual’s role clarity, role conflict and goal acceptance. In general, the major contribution of the current research is that it has proposed fresh insight into and early evidence on what factors influence the work perceptions and behavior of booth staff during the exhibition period. The current research’s results and their implications would benefit the extant literature of trade show marketing and management.
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