전시회 지각된 가치와 재-참가 및 구전 의도 관계에서 전시회 애착, 전시회 만족도의 매개효과에 관한 연구

The purpose of this study is to testify the mediating effect of exhibition attachment and exhibition satisfaction in the relationship between exhibition perceived value and re-exhibition/WOM intention. A total of 101 questionnaires were collected from the exhibitors who participated in the Korea Intellectual Property Exhibition. To conduct the analysis, PROCESS Macro analysis, SPSS 25 was employed. The results showed that exhibition perceived value, exhibition attachment, and exhibition satisfaction had empirically significant positive effects on WOM intention. The exhibition attachment and the exhibition satisfaction showed meaningful mediated effects on exhibition perceived value and on WOM intention.