확장된 기술수용모형(ETAM)을 적용한 혁신 전시회 관람객의 행동의도 연구

A Study of Innovative Exhibition Visitors’ Behavior Intention Using the Extended Technology Acceptance Model (ETAM): The Moderating Role of Subjective Knowledge

Purpose - The purpose examines the structural relationships among exhibition innovation, belief (perceived usefulness, ease of use) and visitors’ behavior intention using the Extended Technology Acceptance Model (ETAM). Moreover, this study investigates the moderating effect of subjective knowledge consisting of absolute and relative knowledge in the relationships among exhibition innovation, belief (perceived usefulness, ease of use) and attendees’ behavior intention. Design/Methodology/Approach - This study collected survey data from 254 visitors at the 4th industrial revolution exhibition called the World IT Show (WIS) 2018 at the COEX in Korea. Confirmatory Factor Analysis (CFA) and multi-group analysis using structural equation modeling were used to analyze the data and test hypotheses. Findings - First, this study found that the partial mediation model had a better fit of the structural relationships among the exhibition innovation, belief(perceived usefulness, perceived ease of use), and behavior intention. Second, the results of this study showed that the proposed 10 hypotheses were all accepted. Finally, it was found that subjective knowledge had a partial moderating impact on the relationship between exhibition innovation and behavior intention. Research Implications - Such findings indicate that professional exhibition planners (PEOs) and exhibitors need to be aware of visitors’ predisposition to behavior intention via the belief of innovation. PEOs should take into account that visitors be provided with a broad understanding of the 4th industrial revolution and its core technologies according to their level of knowledge. Furthermore, booth managers might use product demonstrations to help visitors familiarize themselves with exhibit innovation, so that the learning curve to use the new product and service does not appear too steep.