경희대학교 BK21

논문명

컨벤션·전시 SNS 활용특성에 따른 컨벤션 참가몰입 및 지속적 참여 행동의도

저자(참여인력명)

윤유식, 김미성

게재지명

무역전시연구 

핵심어

SNS(소셜네트워크서비스), Flow(몰입), Behavioral Intention(행동의도)

초록

The research of SNS was carried out in a number of fields but it is insufficient that the research about 'what is required and which is necessary in convention and exhibition fields and it is current status that the evaluation by the users along the

characteristic against such SNS of convention and exhibition and the research of behavioral intention are insufficient though SNS users play the important role for the collection of recent information and data or communication with the hosts of convention at site, speaker and participants regarding the provision of information and contents about opening convention or visiting the destination of convention. This

study is willing to suggest SNS marketing strategy and development plan at the point of view from marketer for the positive development of convention and exhibition

SNS. As the results of multiple regression analysis of the characteristic of using convention and exhibition SNS and the emersion of using SNS, the interactivity turned out to be the highest influential element.