대기의 수용가능성과 부정적 감정이 만족 및 구전의도에 미치는 영향

The Influences of the Waiting on the Acceptability of Waiting, Negative Affection, Exposition Satisfaction and Word of Mouth Intention in 2012 Yeosu EXPO

The study was to investigate the waiting variables on acceptability of waiting and negative affection as it was perceived by exposition visitors and to examine the effects of the acceptability of waiting and negative affection on the exhibition satisfaction and word of mouth intentions. A survey was conducted in the 2012 Yeosu EXPO visitors. The factor analysis delineated five factors of the waiting time variables: transaction importance, waiting cost, disconfirmation of wait time, physical waiting environment and waiting information, The analysis showed that the disconfirmation of wait time, transaction importance, waiting cost had significant effect on acceptability of waiting and negative affection, while the physical waiting environment partially significant effect and waiting information did not. And acceptability of waiting had a significant influence on the negative affection. The results also indicated that acceptability of waiting and negative affection had a significant influence on the exhibition satisfaction and word of mouth intention. Practical implications and limitation of the study were discussed.