전시회 체험요소가 참관객의 체험품질, 만족도 및 행동의도에 미치는 영향

The purpose of this study is to empirically analyze and understand the influencing relationships exhibition experience factors have for the experience quality, satisfaction and behavioral intention of attendees among those who visited the 2018 Robot World. The study analysis on the influencing relationships between the exhibition experience factors and immersion indicated the entertaining, escapist, and aesthetics factors among the experience factors to have positive(+) effect on immersion. The educational and aesthetic experiences were shown to have positive(+) effect on surprise in the influencing relationships among exhibition experience factors, surprise, and fun. The analysis on the influencing relationship between the experience quality of attendees and exhibition satisfaction revealed them to have positive(+) effect on immersion and fun of attendees. Lastly, an analysis on the influencing relationship between exhibition satisfaction and behavioral intention showed exhibition satisfaction to have positive(+) effect on behavioral intention. Through this study, the influencing relationships exhibition experience factors hold for the experience quality, satisfaction and behavioral intention of attendees have been verified. In the strategic aspect, the utilization of exhibition experience in managing exhibitions has been recognized.