| 발표논문명 |
전시참가업체가 인지하는 참가편익이 재참가 의사에 미치는 영향
-전환장벽의 조절효과를 중심으로 |
| 저자 |
오가림 |
| 학술대회명 |
제 49차 한국호텔외식관광경영학회 국제학술대회 |
| 일시 |
2015.06.26 |
| 장소 |
서울 |
| 초록 |
The purpose of this study is to review benefits perceived by exhibitors' and switching barriers which can significantly help accelerate the growth of trade fair and arouse repurchase intention of exhibitors by the view of organizers. Based on the review, the moderator effect of switching barriers on the relationship of benefits perceived by exhibitors' and their repurchase intention will be analyzed. Consequently, three types of benefits perceived by exhibitors' were found through exploratory factor analysis, namely "functional benefits", "customer benefits" and "social benefits". Likewise, there are three factors such as "interpersonal relationships", "attractiveness of us" and "switching cost" were found. The results also showed that in the causal relationship between benefits perceived by exhibitors' and repurchase intention of exhibitors, "functional benefits" and "customer benefits" have positive effects on repurchase intention of exhibitors. Meanwhile "attractiveness of us" has a positive moderator effect on the relationship between "functional benefits" and repurchase intention, while "switching cost" having a positive moderator effect on the relationship between "social benefits" and repurchase intention. By capitalizing on benefits perceived by exhibitors' and switching barriers, this paper intends to may help trade fair organizers to make more effective and competitive marketing strategies in the future. |
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