B2B 무역전시회를 통한 자본혜택이 참가기업의 관계성과에 미치는 영향

Capital Benefits of B2B Trade Fair on Participants’ Relationship Performance

Purpose– B2B trade fairs are a meeting place for suppliers and buyers offering relevant business opportunities for a given industry. The current study purports to examine the benefits of B2B trade fairs through relationship performance from the supplier and buyer perspectives. Design/methodology/approach– The data was collected from the participants of B2B trade fairs held at COEX in Seoul, South Korea. The data was analyzed through structural equation modeling method with hypotheses, testing conducted based on relationships among the information capital, social capital. and commitments. Findings–Buyers and suppliers benefit from B2B trade fairs through social capital, which raise the affective commitment between participants leading to existing business continuance performance. Buyers and suppliers, also, benefit from B2B trade fairs through information capital, which raise the calculative commitment between participants leading to new business opportunity performance. Research implications or Originality–The purpose of participating in the exhibition is to find proper business partners to be closely committed to each other. Hence, exhibition organizers should allow participants to discover suitable, and high-quality partners for themselves by introducing the Business Matching Program.