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[구철모]전시회 광고의 정보 품질과 매체 신뢰도가 광고태도 및 전시회참관의도에 미치는 영향에 대한 연구: 전시회 유형을 중심으로 |
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chengao |
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19-05-30 14:16 |
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364 |
논문명 : 전시회 광고의 정보 품질과 매체 신뢰도가 광고태도 및 전시회참관의도에 미치는 영향에 대한 연구: 전시회 유형을 중심으로
저자(참여인력명): 구철모
게재지명 : 지식경영연구
핵심어 : Elaboration Likelihood Model, Information Quality, Media Credibility, Advertising
Attitude, Visitor Intention
초록
Under exhibition circumstances, exhibition advertising by organizer is a mean to promote exhibition
service to exhibitors and visitors while general advertising is to promote products and services to
consumers. The objective of this research is to suggest advertising strategies by seeing differences in
the impact of information quality and media credibility on visitor intention depending on the types
of exhibition. This study adopted Elaboration Likelihood Model to measure the impact of central
and peripheral cues on advertising attitude and its consequence on visitor intention. We further
examined how these influence processes were moderated by exhibition types of B2B and B2C. We
conducted survey from B2B and B2C exhibitions respectively, and analyzed structural equation model
and moderator regression. We found that first, among factors of information quality as a central cue,
argument strength has a positive impact on attitude towards advertising. Second, we also found among factors of media credibility as a peripheral cue, media trustworthiness has a positive impact on attitude towards advertising. Lastly, this study revealed that a type of exhibition moderates the central and
peripheral routes towards advertising attitude, showing that B2C visitors are influenced by factors of
information quality, and B2B visitors rather by media credibility. This study yields implications in that it
gives marketers of organizer a background to set different marketing strategies depending on the types of exhibition.
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