1. 不同策略類型的國際貿易公司在參展行動的重視程度上會有顯著的差異。 2. 不同策略類型的國際貿易公司在參展績效上會有顯著的差異。 3. 參展行動的不同會影響參展績效。 4. 不同人口統計變項之國際貿易公司在參展行動及參展績效上會有所差異。 This research emphasizes at how the strategy types on international trading companies influence their trade show behaviors and performances. By literature exploring and using empirical survey on generalized international trading companies, we investigate how the strategy types influence their trade show behaviors and performance, and the relationship among demographic variables, trade show behaviors and performances. This research adopts the convenient questionnaire survey and the samples are from members of different importing-exporting associations in Taiwan, exhibitors of Computex Taipei 2009 and Cebit Hannver 2010. The valid samples are 148. After factor analysis, we divide trade show behavior into two groups- “Customer Contact” and “Public Relationship”, and trade show performance into two groups – “Revenue Increase” and “Customer Increase”. The main results show as below: 1. There are significant differences in trade show behaviors with different strategy types. 2. There are significant differences in trade show performances with different strategy types. 3. Different trade show behaviors cause different trade show performances significantly. 4. Companies with different organizational demographic variables will have differences in trade show behaviors and performances.
