전시회 체험과 계획행동이론의 적용을 통한 참관객 행동에 대한 연구 (Exhibition Experience and its Influence on Exhibition Attendees' Behavior: An Application of Theory of Planned Behavior)

서지정보

· 발행기관 : 사단법인 한국비즈니스이벤트컨벤션학회
· 수록지 정보 : 이벤트컨벤션연구 / 16권 / 1호 / 1 ~ 21페이지
· 저자명 : 강희래

초록

Purpose – Trade between countries has increased rapidly over the past few decades due to the internationalization of modern society, which it also led the evolution of the exhibition industry. As the exhibition industry evolves and expands in different forms, the scope of exhibition experience has also expanded. Therefore, studying exhibition attendees' experience and behavior are critical to keep pace with the industry changes. The aim of this study is to analyse the factors that affect exhibition attendees' behavior by using the TPB and exhibition experience variables. Research Design, data, and methodology – By carrying out the exploratory factor analysis, underlying factors of the TPB and exhibition experience variables were extracted. Using the extracted factors, multiple regressions were conducted. Also, Baron & Kenny(1986)'s 3-step regression approach was used for validating the mediation effect. Result – Among the TPB variables, only 'attitude' had a statistically significant relationship with the behavioral intention, and the exhibition experience factors were also found to have significant relationships with the behavioral intention. Furthermore, the mediating effects of 'attitude toward visiting exhibition' were proven to be significant on the relationships between the exhibition experience factors('educational experience', 'entertainment experience', 'escapist experience') and the behavioral intention. Conclusions – Exhibition marketers should consider providing positive entertainment and educational experiences as these are important factors that positively affect the revisit and recommendation intentions of the exhibition attendees.

영어초록

Purpose – Trade between countries has increased rapidly over the past few decades due to the internationalization of modern society, which it also led the evolution of the exhibition industry. As the exhibition industry evolves and expands in different forms, the scope of exhibition experience has also expanded. Therefore, studying exhibition attendees' experience and behavior are critical to keep pace with the industry changes. The aim of this study is to analyse the factors that affect exhibition attendees' behavior by using the TPB and exhibition experience variables. Research Design, data, and methodology – By carrying out the exploratory factor analysis, underlying factors of the TPB and exhibition experience variables were extracted. Using the extracted factors, multiple regressions were conducted. Also, Baron & Kenny(1986)'s 3-step regression approach was used for validating the mediation effect. Result – Among the TPB variables, only 'attitude' had a statistically significant relationship with the behavioral intention, and the exhibition experience factors were also found to have significant relationships with the behavioral intention. Furthermore, the mediating effects of 'attitude toward visiting exhibition' were proven to be significant on the relationships between the exhibition experience factors('educational experience', 'entertainment experience', 'escapist experience') and the behavioral intention. Conclusions – Exhibition marketers should consider providing positive entertainment and educational experiences as these are important factors that positively affect the revisit and recommendation intentions of the exhibition attendees.

참고자료

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