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[김영준, 김대관 ] 전시회 방문객의 방문동기, 만족도, 향후 행동의도 간의 관계 연구 - 방문경험에 대한 차이를 중심으로- |
논문명: 전시회 방문객의 방문동기, 만족도, 향후 행동의도 간의 관계 연구 - 방문경험에 대한 차이를 중심으로-
저자(참여인력명): 김영준, 김대관
게재지명: 무역전시연구
핵심어: Exhibition(전시회), Visit Experience(방문경험), Visitor’s Motivation(방문경험), Satisfaction(만족도), Behavior Intention(행동의도)
초록
In terms of the overall exhibition field, the importance of general visitors is being emphasized. Creating incentives for attendees and growing re-visitation rate have become important factors that dictate success of exhibitions. Based on the recognition of such issues, this study seeks to classify the visitors into first-time visitors and re-visitors in order to observe their motivation, level of satisfaction and behavior intentions, in an attempt to identify the influencing relationship.
Data was collected with a structured questionnaire at ‘2013 Seoul Motor Show’ and 641 samples were used for statistical analysis such as cross analysis, reliability / validity test, factor analysis, regression analysis and Z-test.
The main results were as follows. First, first-time attendees and re-attendees were different in their characteristics and features. Second, the following motives were derived: ‘knowledge/exchange’, ‘novelty experience’, ‘motor show contents’, ‘escape from routine’, ‘social’, and ‘affection for motor show’ from the exploratory factor analysis. Third, from the result of regression analysis in order to verify 1st hypothesis to 3rd hypothesis, motivation for exhibition visitors were found to have partially significant effect on satisfaction and behavior intentions, and satisfaction was also found to have significant influence on behavioral intention. Finally, first-time visitors and re-visitors each showed different influencing relationship and 4 hypothesis was verified through Z-tests in order to identify whether such differences in influencing relationship existed between first-time visitors and re-visitors.
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