전시회 체험속성이 참관객의 소비가치 및 구매의도에 미치는 영향

Abstract

Exhibition visitors are the important components of the exhibition industry, and the success or failure of the exhibition is determined by understanding the psychology of the visitors. Exhibition managers utilize the experiential attributes of the exhibition and the consumption value of visitors during the exhibition period and actively engage in experiential marketing activities to stimulate and create a successful exhibition. The purpose of this study is to study the relationship between the experiential attributes of the exhibition, the consumption value of the visitors, and the purchase intention of the visitors through the visitors who have visited the exhibition. In order to investigate the relationship, the concept of visitor consumption value as a parameter, which has been recently used in the exhibition industry. A survey has been used as the methodology in this study. For the empirical analysis of this study, the object was selected as the exhibitions which been held in April and May 2021, where the various experience activities can be conducted within the exhibition. The respondents of this study were the visitors who actually visited the exhibition and experienced the service. Statistical analysis was performed on 353 valid samples among the collected questionnaires. Reliability analysis was performed on the measured items, and exploratory and confirmatory factor analysis were performed to extract the internal consistency, concentration validity, and discriminant validity of the measured variables. In this study, SPSS 25.0 and Smart PLS 3.0were used to analyze the structural equation model. As a result of the study, through factor analysis, the experiential attributes of the exhibition were classified into four factors: educational experience, entertainment experience, aesthetic experience, and deviant experience. Consumer consumption was classified into three factors: social value, functional value, and emotional value. It was found that the educational experience, aesthetic experience, and deviant experience of the experiential attributes of the exhibition had a positive effect on the pleasant interaction between the consumption values and purchase intention of the visitors. The hypothesis that entertainment experiences affect the consumption value of visitors has been rejected. According to the results, the exhibition managers should provide experiential activities so that they can understand the psychology of visitors through the experiential attributes of the exhibition. In the future, this study can be a good implication for exhibition organizers and exhibition managers to reveal the relationship between the experiential attributes of the exhibition and the consumption value of visitors.