展台销售人员服务质量对普通观众购买意愿的影响研究:愉悦体验的中介作用

Influence of the Service Quality of Booth Sales Personnel on General Audiences'Purchase Intention:The Mediating Role of Enjoyable Experience

近年来,展览业发展迅速,借助参展销售产品已然成为参展企业重要的目标。文章基于“感知-情感-行为意愿”框架,着重探索展台销售人员服务质量与普通观众购买意愿间的关系,并检验愉悦体验的中介作用。结果表明,展台销售人员服务质量正向影响普通观众购买意愿和愉悦体验,普通观众愉悦体验正向影响其购买意愿,愉悦体验在展台销售人员服务质量和普通观众购买意愿之间起部分中介作用。这一研究拓展了消费者行为意愿在展会领域的研究内容,检验了展会中展台销售人员服务质量与普通观众购买意愿之间的关系。研究结果验证展台销售人员服务质量的重要性,参展商可以从普通观众心理层面满足其服务需求,对于提升参展企业展前培训的有效性和针对性具有一定的借鉴意义。

In recent years,the exhibition industry plays an importance role in the service field,and it has been blooming in China.The sales of products through exhibitions are important targets for exhibitors.The booth sales personnel are the link that directly contacts the target audience on behalf of the company.Existing studies have shown that sales personnel service quality will significantly and positively affect consumer'purchase intention.Some scholars have explored the effect of service quality of service personnel from all walks of life on customers'purchase intention to a certain extent,but few studies have studied the relationship between service quality of booth sales personnel and general audiences'purchase intention.And few researches have focused on the effect of service quality of booth sales personnel on enjoyable experience in the exhibition service context.This study aims to explore the relationship between the service quality of the booth sales personnel and purchase intention of general audiences,and to test the mediating role of enjoyable experience based on“cognition-affect-conation”model.Data were collected from a survey of 260 participants who attend an exhibition in Chengdu in China,such as the 3^(rd) Western China International Fair Import and Export Expo and Western China(Sichuan)International Investment Conference,the 7^(th) Sichuan Agricultural Expo,and Chengdu Beauty Expo.The hypotheses were tested using structural equation modeling and hierarchical regression with the statistical software Amos 21.0 and SPSS 22.0.The results are as follows.Firstly,the service quality of the booth sales personnel has a significant positive impact on purchase intention and enjoyable experience.Secondly,enjoyable experience has a significant positive impact on purchase intention.Thirdly,enjoyable experience is partially mediating between the service quality of the booth sales personnel and purchase intention.Based on these results,this study makes two unique contributions to the extant literature.Firstly,the study expands our understanding of the idea that enjoyable experience mediates the relationship between service quality of booth sales personnel and purchase intention.Secondly,it shows that there are different effects to impact on enjoyable experience and purchase intention among tangibles,reliability,responsiveness,assurance and empathy.Specifically,empathy has a greater positive influence on enjoyable experience,and assurance has a greater positive influence on purchase intention.In addition to these theoretical contributions,this study has important practical implications for exhibition industry and exhibitor in the service field.It provides a new insight on the service quality and customer,from the perspective of customer enjoyable experience.Enjoyable experience is a new and important perspective in the exhibition service field.In order to improve service quality in the exhibition industry,the results strongly suggest that the exhibitor should train personnel engaged in booth sales.Specifically,the exhibitor should provide relevant service training for booth sales personnel,including communication skills training,etiquette behavior training and product knowledge training.Furthermore,a detailed distinction between types of consumers and booth sales personnel in the implementation of exhibition service is considered as a direction of future research.