전시회에서 개최되는 회의서비스 속성이 전시회 이미지 및 고객 행동의도에 미치는 영향 - 2019 서울국제소싱페어를 중심으로

Abstract

In many Asian countries, exhibitions are becoming an increasingly popular marketing medium, reaching around 31.1 billion in 2021 in global marketing volume. With these international growth of exhibition industry, globalization and enlargement of exhibition thru the merge of exhibitions and conferences become a trend. This study intends to examine the positive effects of the seminar and/or meeting co-hosted in exhibition by adopting the notion of side-event at exhibition, which is meeting is one of side-event program at exhibition. As a result, the purpose of this research is to investigate the effect of meeting service attributes on exhibition image and customer behavior intention, and to examine the effect of exhibition image on the customer behavior intention in order to find the structural relationship among the meeting service attribute, exhibition image and customer behavior intention. The survey was conducted among visitors in 2019 Seoul Sourcing Fair held in COEX, Seoul from 21st to 23th of March, 2019. Total 502samples were collected and analyzed for the study. The study’s findings show that meeting service attributes had a positive effect on exhibition image but not significant to the customer behavior intention, and exhibition image has positive effect on customer behavior intention. Further, exhibition image is the full mediation variable between meeting service attribute and customer behavior intention. The theoretical and practical implications are discussed as follows. First, it broadened the exhibition research scope by connecting the meeting service attributed which was studied mainly in convention industry, into the exhibition, and in particular enriched the literature on side event program at exhibition by verifying the direct and indirect impact of meeting service attributes on exhibition image and customer behavior intention. Second, this study proved the effectiveness of ‘ConfEx’model which is merging conference and exhibition, resulting in build up the political grounds in government supporting policies. Lastly, it suggests for the executives to manage the detail side event programs co-hosted with exhibitions systematically and need to use it as the marketing tool for the successful exhibition outcome.