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초록 |
The purpose of study is to investigate the impact of social networking service marketing in convention industry. Especially, it aims to see the relations between the characteristics of convention social networking service and satisfaction, as well as behavioral intention. Although social networking service marketing has become a powerful advertising tool in general, the existing literature in convention industry is sparse. Using the rigorous research of characteristics of social networking service theory, the measurement scales are developed for the survey. The data that were obtained from 327 convention participants at COEX, KINTEX and hotels in Seoul are used to examine the relations among characteristics of convention social networking service, satisfaction, and behavioral intention. The results indicate that the characteristics of convention social networking service comprise usefulness, informative, entertainment, trust, and interaction. Moreover, all the factors reveal to have significant positive effects on the satisfaction and behavioral intention. |
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