온라인 구전정보특성이 참관객 행동의도에 미치는 영향: 전시회 명성의 조절효과를 중심으로 (A Study on Impacts of Information Characteristics of E-WOM on Attendee’s Behavior Intention: Moderating Effect of Reputation in Exhibition)

서지정보

· 발행기관 : 한국무역연구원
· 수록지 정보 : 무역연구 / 16권 / 6호 / 669 ~ 685페이지
· 저자명 : 장윤희, 심우섭

초록

This study aimed to clarify the information characteristics of e-WOM on exhibitions as well as identifies the influential relationship of information characteristics of e-WOM on attendees' behavior intention by focusing on the moderating impact of reputation in exhibitions in Korea.
Design/Methodology/Approach In order to accomplish the purpose of this study, the concept of each measurement variable and the factors to be applied to the empirical analysis were presented based on the theory of characteristics of e-WOM, behavior intention and reputation of previous studies. Using a total of 380 samples obtained from empirical research, we examined the fitness and reliability of the research model and verified two hypotheses using the SPSS program.
Findings Results are as follows: First, consensus and neutrality, which are among the characteristics of exhibitions relative to e-WOM information had significant impacts on behavioral intention. Second, reputation of exhibitions and conventions showed moderating effects in terms of association of consensus, remindness, neutrality, and behavioral intention among the characteristics of exhibitions relative to e-WOM information.
Research Implications Exhibitions, particularly, includes intangibility. Thus, marketing employees need to fully understand information characteristics of e-WOM relative to exhibition such as consensus and neutrality affecting attendees’ behavior intention, provide information to potential visitors and actual visitors, and persistently manage these to develop relevant marketing strategies.
In addition, higher reputation significantly affected behavior intention. Thus, efforts such as promotion and providing information for raising awareness of verification through a variety of online medium are needed in case of verified exhibition.

영어초록

This study aimed to clarify the information characteristics of e-WOM on exhibitions as well as identifies the influential relationship of information characteristics of e-WOM on attendees' behavior intention by focusing on the moderating impact of reputation in exhibitions in Korea.
Design/Methodology/Approach In order to accomplish the purpose of this study, the concept of each measurement variable and the factors to be applied to the empirical analysis were presented based on the theory of characteristics of e-WOM, behavior intention and reputation of previous studies. Using a total of 380 samples obtained from empirical research, we examined the fitness and reliability of the research model and verified two hypotheses using the SPSS program.
Findings Results are as follows: First, consensus and neutrality, which are among the characteristics of exhibitions relative to e-WOM information had significant impacts on behavioral intention. Second, reputation of exhibitions and conventions showed moderating effects in terms of association of consensus, remindness, neutrality, and behavioral intention among the characteristics of exhibitions relative to e-WOM information.
Research Implications Exhibitions, particularly, includes intangibility. Thus, marketing employees need to fully understand information characteristics of e-WOM relative to exhibition such as consensus and neutrality affecting attendees’ behavior intention, provide information to potential visitors and actual visitors, and persistently manage these to develop relevant marketing strategies.
In addition, higher reputation significantly affected behavior intention. Thus, efforts such as promotion and providing information for raising awareness of verification through a variety of online medium are needed in case of verified exhibition.

참고자료

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