전시참가기업의 내부특성이 전시회 참가성과 및 시장성과에 미치는 영향

This study examines not only Exhibitor’s internal characteristics but also effects of Trade Show participation performance on market performance. Theoretical study on literature review and empirical study on Trade Show participation of Exhibitor were observed in this study in order to achieve a goal, In addition, this study is to define internal characteristics of Exhibitor, Trade Show participation performance and market performance and implement factor derivation through literature review. With verification of reliability and validity, this study performed reliability analysis and factor analysis. Regression analysis was used in order to analyze relationship among internal characteristics of Exhibitor, Trade Show participation performance and market performance. As a result, 1)sale's scale of the Trade Show participation performance's structural characteristics affects sale's performance, and both sale's scale and a number of employee affect communication performance. 2)Overseas market experience and previous business experience with buyer of Trade Show participation Exhibitor's knowledge traits analyzed as statistically significant to the communication performance acquisition. 3) the Trade Show participation performance and the market performance of regression analysis showed that the sales performance and communication performance had both statistically significant impact on overseas and domestic market performance. 4)Trade Show participation performance and market performance's longitudinal research analysis result showed that both sale's performance and market performance had statistically significant effect on domestic market performance, however, the significance gradually decreases. 5)communication performance in influencing relationship of overseas market performance had the greatest impact between 6~12months after the exhibition terminated, but gradually decreased and dissipated. sale's performance had no influence within 12months after the exhibition ended, however, sale's performance had influence between 12~18months after Trade Show.