전시 참관객의 방문동기, 만족 및 향후 행동의도 간 관계에 관한 연구

In recent the number of public shows for the purpose of promoting a company has been gradually increasing. Consequently, organizers and exhibitors are taking profound interest in attendees and their behavior. The purpose of this study is to explore the motivation of the exhibition attendees and to examine the relationships among motivation, satisfaction, and future behavior intention. The main results were as follows. First, an exploratory and confirmatory factor analysis was performed to identify underlying dimensions for motivation which has five dimensions(‘Knowledge Seeking,’ ‘Novelty Seeking’, ‘Loyalty toward Motor Show,’ Escape from Routine Life,’ and ‘Socialization’). Second, as a result of hypothesis testing, each motivation factor were associated with satisfaction while ‘Loyalty toward Motor Show’ and Satisfaction were related with future behavior intention. Thus, in order to increase the chance of re-visit and positive reputation, organizers and exhibitors should focus their marketing efforts more toward exhibition attendees’ motivation.