Exhibition websites are accessed by many potential exhibition visitors. Several characteristics of websites have been determined to influence viewer attitudes and to be decisive elements in shaping viewer intention to revisit a given exhibition website or visit the exhibition itself. This study examines these characteristics and how they influence viewers. A survey of five South Korean exhibition websites revealed that three significant website characteristics resulted in higher visitor numbers for an exhibition. These factors concerned Entertainment, Informativeness, and Trust. Entertainment and Trust factors significantly influenced customer intention to revisit exhibition websites. Moreover, the Entertainment and the Informativeness factors significantly influenced customer intention to participate in exhibitions. Lastly, customer intention to revisit exhibition websites positively influenced the intention of customers to participate in exhibitions. The results of this study provide strategies for organizing exhibition websites and increasing exhibition participation.
Abstract
Ⅰ. Introduction
Ⅱ. Literature review
Ⅲ. Methodology
Ⅳ. Results
Ⅴ. Conclusion and implication
Ⅵ. Limitation and future study
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