국제전시회 참관동기와 물리적 환경 지각이 행동의도에 미치는 영향연구

The Relationships among Visitor’s Motivation, Physical Environment Perception and Behavioral Intentions in Exhibition

This study aimed to explore that visitor’s Motivation and Physical Environment Perception in Exhibition have affected on Behavioral Intentions. As the result of factor analysis and regression analysis, it was found that there are three factors(knowledge seek, novelty seek, sociality seek) of visitor’s Motivation in Exhibition and three factors(Aesthetic values, Accessibility, functionality) of Physical Environment Perception in Exhibition center. As the result of regression analysis, knowledge seek(education, business information, new product trend), novelty seek(trip purpose, pastime, daily change) and sociality seek(people with friends, industry social, interest item) have affected on behavioral intentions. Also Aesthetic values(architecture art, color, illumination), Accessibility(location, transportation, scale) and functionality(layout, temperature, smell, sound) have affected on behavioral intentions. International exhibition have to attract many visitors and many visitors were satisfied with exhibition. Visitors who were satisfied with exhibition lead to revisit and speak to their close associates their satisfying experience very actively. Like this, Raising of behavior intention of exhibition visitor is the best way to improve service and physical environment.