체험이 참가자의 즐거움, 브랜드애착, 충성도에 미치는 영향관계 연구

The effects on Experience influencing Vistor’s Enjoyment and brand attachment, loyalty: Focused on the Hand Art Korea Exhibition

This study was at verifying the relationship between experience and enjoyment, brand attachment, and loyalty of the Handart Korea Exhibition. The experience consists of four elements of experience: deviation, aesthetics, entertainment, and education: 10 questions, 3 enjoyment, 7 brand attachment, and 4 loyalty, and the validity and reliability were verified. Six research hypotheses were established on the relationship between experience, enjoyment, brand attachment, and loyalty of the exhibition, and the results of the verification are as follows: Deviation, aesthetics, entertainment, and education, which are the elements of experience, all had a significant effect on the enjoyment of participants(H1). After perception of the joy of experience, brand attachment was formed, and loyalty was formed through brand attachment(H2,3). The implications of verifying the influence relationship between experience and enjoyment, brand attachment, brand attachment and loyalty are as follows: It is necessary to develop an experience program that applies deviation, aesthetics, entertainment, and educational experience. It is necessary to carefully observe the reactions that affect brand attachment and loyalty. It is necessary to study experience programs that 20s with high participation rates can prefer.