자동차전시회(Motor Show) 프로그램이 방문만족도와 자동차 구매의도에 미치는 영향

The Impacts of Motor Show Programs on the Visiting Satisfaction and Intent of Purchasing Motor Vehicles

This study explored the kinds of motor show programs that effect visitors’ overall satisfaction and motor vehicle purchasing intention. The samples for the study were selected from 361 people who visited “2010 Busan International Motor Show”. Five program factors were derived from a factor analysis: ‘performance program’, ‘competition program’, ‘demonstration program’, ‘motor vehicle experience program’, and ‘pavilion program’. Result of a regression analysis indicated that out of those five program participation level, the respondents’ level of participation in the ‘competition program’, ‘demonstration program’, ‘motor vehicle experience program’, and ‘pavilion program’ were found to have significant influences on the overall visitor satisfaction. However, only the level of participation in the ‘motor vehicle experience program’ was found to be significantly associated with the respondents’ intent of purchasing motor vehicles.