전시회 서비스품질이 참관객의 참가목적에 미치는 영향 분석

The Effects of Service Quality on Participation Purposes of Attendees in Trade Shows

The purpose of this study is to examine the relationships between service quality of trade shows and participation purposes of attendees. In order to find out the result of this study, a confirmatory factor analysis was first conducted. After verifying reliabilities and validities of the seven-factor measurement model (i.e., human services, event programs, trustworthiness, promotion/publicity, self-development, information search, and curiosity), the hypothesized model was analyzed. The results of this study indicate that promotion/publicity has a positive effect on self-development, information search, and curiosity at the observed significant level. Human services and trustworthiness have a positive effect on self-development and information search at the observed significant level, not on curiosity. However, event programs have a negative effect on both self-development and information search at the observed significant level. The findings of this study provide not only theoretical marketing information to analyze the relationships between service quality and participation purposes but also empirical knowledge to understand customer needs in trade shows.