컨벤션 참가자의 동기와 참가결정에 대한 비교문화 차이 고찰

Exploring the Cross-Cultural Differences in Motivation and Decision-Making Process of Convention Participants

This study explored the cross cultural differences of convention participants' motivation and decision making process. Data were collected from 357 international and local participants of five conventions which were held from May to September 2004 in Seoul and Jeju, Korea. Results showed that the participants who had collectivistic disposition showed higher external motivation than participants who had individualistic disposition. In terms decision making process, contrary to previous studies, people who had collectivistic disposition placed more importance on the physical security factor than individualistic participants. Results from a structural equation model also showed that there was a significant difference between the individualistic group and collective group in terms of the effects of motivation on decision marking process. Findings from this study suggest that cross-cultural difference is an important factor which influences on participants' motivations and decision -making process.