本研究旨在探討大型體育展覽活動之參展廠商參展動機、滿意度與再參展意圖之關係，以 2015 年臺北國際體育用品展參展廠商人員為研究對象，透過立意抽樣方式進行問卷調查，獲得有效樣本 310 份，以描述性統計、獨立樣本 t 檢定、單因子變異數分析、Pearson 相關分析及一般多元迴歸進行資料處理與分析，研究發現如下：
一、大型體育展覽活動的參展廠商代表以女性居多，平均年資 7.76 年，大多不具有參展決定權，並以健身器材為主要於銷售類別。91.3 % 的廠商都曾經參加過臺北國際體育用品展，平均參加過 8 屆，且平均布設6個攤位。
二、不同性別、不同參展決定權與不同參展經驗在參展動機上皆呈現無顯著差異
三、不同參展決定權與不同參展經驗在參展滿意度上呈現顯著的差異
四、不同性別、不同參展決定權與不同參展經驗在再參展意圖上皆呈現無顯著差異
五、參展動機、滿意度與再參展意圖之間具有顯著的正相關
六、銷售型動機、展覽核心、展場環境與附加服務對再參展意圖具有顯著的解釋力
本研究建議未來主辦單位應增加展覽宣傳與推廣，提升廠商與買家參展率，規劃良好展覽場館環境，提供完善的附加服務，方能成功舉辦一場大型展覽活動，使其成為相關廠商心中最欲參加的展覽，讓展覽能夠永續經營。

This study aimed to explore the relationships among exhibitors’ motivation, satisfaction, and re-attend intention for the mega sports trade shows. The study was done with 310 valid questionnaires completed by exhibitors of the 2015 Taipei International Sporting Goods Show. Based on the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: The majority of exhibitors were female, and the average of work experience was around 7 years. Therefore, there were differences among exhibitors’ demographics on the satisfaction only. Also, there were significantly positive correlated relationship among the motivation, satisfaction, and re-attend intention. Non-sales related motivation, and the satisfaction of nature of exhibition, venue environment, and ancillary services to re-attend intention were significant indicators for the re-attend intention. According to the results of this study, the exhibition organizers are suggested to enhance promotion, provide perfect services and design great exhibition environment in order to attract more exhibitors and buyers, and to make the exhibition sustainable.

外貿協會 (2014，3月5日)。台北國際自行車展與台北國際體育用品展，聯手開創全球運動樂活商機。取自http://www.taispo.com.tw/zh_TW/news/info.html?id=EB18E
0C5E165D406
行政院 (2013)。十大重點服務業－我國會展產業現況。取自http://www.ey.gov.tw/policy
7/cp.aspx?n=22C3B697A101DF19
李宜穎 (2008)。影響廠商再次參展其因素之研究 (未出版之碩士論文)。銘傳大學，臺北市。
沈進成、曾慈慧、蕭丹瑋 (2009)。高峰型與維生型遊客的飲食觀光動機、吸引力、阻礙、滿意度與忠誠度影響關係之研究。運動休閒餐旅研究，4 (1)，63-95。
吳碧珠 (2008)。國際商業展覽通路績效知顧客滿意度研究。多國籍企業管理評論，2(1)， 169‐185。
邱皓政（2013）。量化研究與統計分析。臺北市：五南。
邱聯榮 (2009)。蔬食餐廳消費者消費動機、滿意度對忠誠度之研究。建國科大學報，29 (1)，89-108。
周錫洋、李銘芳 (2009)。展覽行銷管理。臺北市：宏典文化。
林芳儀、扈瓊玲、顏家芝 (2011)。國際展覽目的地之競爭力分析：亞洲六個城市之比較。餐旅暨觀光，8(3)，235-252。
侯錦雄、姚靜婉 (1997) 。市民休閒生活態度與公園使用滿意度之相關研究。戶外遊憩研究，10(3)，1-17。
柏雲昌 (2005)。九十四年度會議展覽服務業經營管理輔導計畫－產業調查計畫。財團法人中國生產力中心委託之成果報告書 (編號：0813)，未出版。
姚晤毅 (2007)。展覽行銷聖經。臺北縣：中國生產力。
國際商情 (2014)。國際知名健身展FIBO首度於上海揭開序幕。取自 http://www.trade
mag.org.tw/News.asp?id=645421&url=/search.asp%3FKeyWord%3DTaiSPO%26page%3D1
教育部體育署 (2014)。運動觀光主題館新聞專區。取自 http://www.sa.gov.tw/wSite/
sp?xdUrl=/wSite/query/searchResult.jsp&mpId=11
教育部體育署 (2013)。運動城市調查。臺北市：體育署。
陳勁甫、蔡郁芬、蕭玉華 (2005)。臺中地區市民農園參與者動機、參與頻率與滿意度關係之研究。旅遊管理研究，2(5)，157-171。
陳璋玲 (2006)。新觀點、新機會—談漁業界的MICE產業。漁業推廣，232(1)，30-37。
黃振家 (2007)。會展產業概論。臺北市：經濟部商業司
楊悅悅 (2013，03月20日)。運動煉金術席捲全球。國際商情，362，84-107。
楊廣立 (2011)。國際級專業資本財類商展其關鍵成功要素研究 (未出版碩士論文)。國立臺灣科技大學，臺北市。
臺灣國際專業展 (2014，10月8日)。「台灣自行車及運動用品產業商機說明會」10月27日至31日將於馬尼拉、新加坡、曼谷舉行.。取自http://www.taiwantradeshows.
com.tw/zh_TW/main/newsInfo.html?id=B6CFD050B8CBEBD7
臺北國際體育用品展覽會 (2014)。健身產業暨健身房經營研討會－洞悉全球健身產業趨勢　掌握健身房經營之道。取自 https://www.taispo.com.tw/zh_TW/forum/detail.
html?activityID=988BDD7799DF9FDA9D43687DF11C48F7
臺北國際體育用品展覽會 (2012)。2013台北國際體育用品展40週年慶與自行車展聯手盛大展出。取自 http://www.taispo.com.tw/zh_TW/search/info.html?id=2F095F659
C91A8FB&type=A9C2DB125F1065FC
經濟部 (2014)。臺灣會展產業行動計畫。取自 http://www.ey.gov.tw/News_Content.aspx
?n=7084F4E88F1E9A4F&s=D1CF7B2CF8B8B516
經濟部國貿局 (2014)。2014年台北國際體育用品展 首創亞洲地區「健身產業暨健身房經營研討會」。取自 http://www.trade.gov.tw/Pages/detail.aspx?nodeID=1002&pid=471528&did=18478
鄭保隆 (2012)。臺北體育用品展廠商參展動機、資源投入與參展績效之研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
Arnold, M. K. (2002). Build a Better Trade Show Image: Establishing brand by designing a dynamic exhibit experience. Kansas City, MO: Tiffany Harbor Productions.
Anderson, E. W. and Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms, Marketing Science, 12(2), 125-143.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Bauer, T., Law, R., Tse, T., & Weber, K. (2008). Motivation and satisfaction of mega-business event attendees: The case of ITU Telecom World 2006 in Hong Kong. International Journal of Contemporary Hospitality Management, 20(2), 228-234.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2, 244-249.
Chen, P. J.(2009). The assessment of attendee satisfaction and behavioral intention to a world record competition event using expectancy disconfirmation model. International Conference on Festival & Event Research. 150-154.
Chen, Y. F., & Mo, H. E. (2012). Attendees' perspectives on the service quality of an exhibition organizer: A case study of a tourism exhibition. Tourism Management Perspectives, 1, 28-33.
Csikszentmihalyi, M., (2014). Flow and the foundations of positive psychology: The collected works of Mihaly Csikszentmihalyi. Claremont, CA: Springer.
Davidow, M. (2003). Have you heard the word? The effect of word of mouth on perceived justice, satisfaction and repurchase intentions following complaint handling. Journal of Consumer Satisfaction, Dissatisfaction and Complaint Handling, 16, 67-83.
Dunjić, J., Dragićević, V., Arsenović, D., Pantelić, M., & Stankov, U. (2012). Conference attendees' satisfaction: Evidence from Belgrade (Serbia). Turizam, 16(4), 170-179.
Driver, B. L., & Brown, P. J. (1975). A social-psychological definition of recreation demand, with implications for recreation resource planning. Assessing Demand for Outdoor Recreation, 12(8), 62-88.
Fornall, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56 (1), 6-21.
Geen, R. G., Beatty, W. W., & Arkin, R. M. (1984). Human Motivation: Physiological, Behavioral, and Social Approaches. Boston, MA: Allyn and Bacon.
Gu, Y., Wang, Y., & Yang, J. (2009). Research on influencing factors of exhibitor satisfaction in China. Proceedings of 2009 International Conference on Information Management, Innovation Management and Industrial Engineering, 312-315. 978-0-7695-3876-1/09. doi: 10.1109/ICIII.2009.535
Hede, A. M., Jago, L., & Deery, M. (2005). Segmentation of special event attendees using personal values: relationships with satisfaction and behavioural intentions. Journal of Quality Assurance in Hospitality & Tourism, 5(2-4), 33-55.
Herbig, P., O’Hara, B., & Palumbo, F. (1997). Differences between trade show exhibitors and non-exhibitors. Journal of Business & Industrial Marketing, 12(6), 368-382.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, NY: Johnson Wiley and Sons.
Jones, G.R., George, .J.M, & Hill, C.W.L. (2000). Contemporary management (2nd ed.). New York, NY: McGraw- Hill.
Kang, J. and Schrier, T. (2011), An examination of the factors effecting tradeshow exhibitors’ decisions. Formal Paper Presentation in 16th Graduate Students Research Conference, Iowa State University.
Kang, J., & Schrier, T. (2011). The decision-making process of tradeshow exhibitors: The effects of social value, company size, and prior experience on satisfaction and behavioral intentions. Journal of Convention & Event Tourism, 12(2), 65-85.
Kempf, D. S., & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research, 35(3), 325-338.
Kerin R. A. & Cron, W.L. (1987). Assessing trade show functions and performance: An exploratory study. Journal of Marketing, 51(3), 87-94.
Kotler, P. (2000). Marketing management (10th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Lee, M. J., Lee, S., & Joo, Y. M. (2014). The effects of exhibition service quality on exhibitor satisfaction and behavioral intentions. Journal of Hospitality Marketing & Management, (just-accepted).
Lee, J. S., & Min, C. K. (2013). Prioritizing convention quality attributes from the perspective of three-factor theory: The case of academic association convention. International Journal of Hospitality Management, 35, 282-293.
Lee, M., Yeung, S. & Dewald, B. (2010). An exploratory study examining the determinants of attendance motivations as perceived by attendees at Hong Kong exhibitions. Journal of Convention & Event Tourism, 11, 195-208.
Lee, Y. K. (2011). A cultural perspective on motivation factors affecting exhibition participation. UNLV Theses/Dissertations/Professional Papers/Capstones, 1100. Retrieved from http://digitalscholarship.unlv.edu/thesesdissertations/1100
Lee, K. I., Lee, Y. K., & Wicks, B. E. (2004). Segmentation of festival motivation by nationality and satisfaction. Tourism Management, 25(1), 61-70.
Mair, J., & Thompson, K. (2009). The UK association conference attendance decision-making process. Tourism Management, 30(3), 400-409.
Mittal, ., Kumar, P., & Tsiros, M. (1999). Attribute-level performance, satisfaction, and behavioral intentions over time: A consumption- system approach. Journal of Marketing, 63, 88-101.
Myers, D., G. (2004). Theories of emotion Psychology (7th ed.). New York, NY: Worth Publishers.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: McGraw Hill.
QICEC (2014)。Cause and future development trend of mega trade show. Retrieved from: http://www.qiceg.com/huizhanen/hzsd.asp?id=141
Richard, G., & Wilson, J. (2004). The impact of cultural events on city image: Rotterdam, cultural capital of Europe 2001. Urban Studies, 41(10), 1931-1951.
Rittichainuwat, B. N., Beck, J. A., & LaLopa, J. (2001). Understanding motivations, inhibitors, and facilitators of association members in attending international conferences. Journal of Convention & Exhibition Management, 3(3), 45–62.
Sashi, C. M. & Perretty, J. P. (1992). Do trade shows provide value? Industrial Marketing Management, 21, 249-255.
Schiffman, J., B., & Kanuk, L. L. (2004). Consumer Behavior (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Severt, D., Wang, Y., Chen, P. J., & Breiter, D. (2007). Examining the motivation, perceived performance, and behavioral intentions of convention attendees: Evidence from a regional conference. Tourism Management, 28(2), 399-408.
Shipley, D., Egan, C., & Wong, K. S. (1993). Dimensions of trade show exhibiting management. Journal of Marketing Management, 9, 55-63.
Srinivasan, S.S., Anderson R. & Ponnavolu, K. (2002). Customer royalty in E-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50.
Swan, J. E., & Oliver, R. L. (1989). Postpurchase communication by consumers. Journal of Retailing, 65, 516-533.
Union des Foires Internationales, UFI (2010). The Role of Exhibitions in the Marketing Mix. Retrieved from: http://www.UFI.org/Public/Default.aspx?Clef_SITESMAPS=108
Vanja, D., Ivana, B., & Uglješa, S. (2010). Satisfaction and behavioural intentions of congress attendees: Evidence from an international congress in Novi Sad (Serbia). Geographica Pannonica, 14(1), 23-30.
Wan, Y. K. P. (2011). Assessing the strengths and weaknesses of macao as an attractive meeting and convention destination: perspectives of key informants. Journal of Convention & Event Tourism.12(2), 129-151.
Wangenheim, F., & Bayon, T. (2004). The effect of word of mouth on services switching: measurement and moderating variables. European Journal of Marketing, 38(9/10), 1173-1198.
Whitfield, J., Dioko, L. D. A., Webber, D., & Zhang, L. (2014). Attracting convention and exhibition attendance to complex MICE venues: Emerging data from Macao. International Journal of Tourism Research, 16(2), 169-179.
Williams, J., Gopalakrishna, S., & Cox, J. M. (1993). Trade show guidelines for smaller firms. Industrial Marketing Management, 22, 265-275.
Williams, M., & Bowdin, G. (2007). Festival evaluation: An exploration of seven UK arts festivals. Managing Leisure, 12(2-3), 187-203.
Yiao, W. I. (2006). Establishing satisfaction evaluation indicators of trade show participants (Unpublished master's thesis). Yuan Ze University, Taiwan, Taoyuan.
Yoo, J. J. E., & Chon, K. (2008). Factors Affecting Convention Participation Decision Making: Developing a Measurement. Journal of Travel Research, 47, 113-122.
Zhang, Q. (2012). The analysis of the exhibitors’ psychological behiviors in Shenzhen Hi-tech Fair. International Proceedings of Economics Development & Research, 40.