Abstract
This study assumes that exhibition attendees’ cognition, attitude and behavior towards use of cutting-edge information technology newly adopted in the Cosmetics and Beauty Expo in Osong Korea 2013, may differ according to attendees' personality characteristics. This study therefore attempts to segment the exhibition attendees using cluster analysis based on the Big Five-Factor model. Three segments were identified: passive, neurotic, and an active attendees group, furthermore significant differences in terms of cognition, attitude and behavior toward NFC were observed. Among these three segments, especially the neurotic attendees group shows the highest level of complexity and resistance towards using NFC, even though this group perceives usefulness of NFC and visited the booth due to the information from NFC. Based on these results, this study recommends that exhibition marketers who plan to adopt NFC within their exhibitions to target the neurotic attendees segment.
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