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학술저널

전시회 참가기업의 현장활동이 전시회 성과에 미치는 영향

Impact of Exhibitors' On-Site Activities on their Trade Show Performance: Moderating Roles of Expertise and Empowerment

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The role of the booth staff at trade shows has emerged as an important issue for trade show success. This purpose of this study is two-fold. First, this study explores the structural relationship between exhibitors' on-site activities and their respective performance at the trade show. The second purpose is to investigate moderating roles of staff expertise and empowerment in the relationship between exhibitors' on-site activities and the trade show performance. This findings indicate a positive relationship between exhibitors' on-site activities and trade show performance is partially proved. It shows that on-site non-seeling activities have positive relationships with trade show performance. Statistical significances exist only in the role of staff expertise between non-selling activities and trade show performance within groups, but are not found in the differences of path coefficients between groups using the multi-group analysis. Overall, findings of this study enrich the theoretical development in the relationship between exhibitors' on-site activities and trade show performance and provide important implications of staff's expertise and empowerment for exhibitors.

I. 서론

II. 선행연구 및 가설설정

III. 연구방법

IV. 분석결과

V. 결론 및 시사점

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