전시회 서비스품질이 참관객 만족도 및 행동의도에 미치는 영향 전시 관여도 조절효과를 중심으로

The Impact of Exhibition Service Quality on Visitor's Satisfaction and Behavioral Intention Focused on The Moderation Effect of Exhibition Involvement

Little empirical research has examined exhibition service quality, totally including convention centers and exhibition service companies as well as organizers and participating companies throughout various exhibitions. Therefore, this study analyzed the impact of exhibition service quality on visitor's satisfaction and the future behavior of the exhibition, and also examined the effect on satisfaction according to the level of involvement in participants. The survey was conducted through an online survey of 278 residents in the Seoul metropolitan area(including Incheon, Gyeonggi) for a month in June, 2020 by Google Form. As a result of the survey and analysis, four factors in quality of exhibition services: information and human services, physical services, exhibition contents, and facility convenience services have significant positive(+) impacts on overall satisfaction and behavioral intention. As the results of LR-test, information and human services factor, physical services factor, exhibition contents factor have been found that there are moderating effects on high exhibition involvement group and low exhibition involvement group. In the low exhibition involvement group, facility convenience factor showed no correlation between satisfaction and behavioral intention. The mediating effect of satisfaction in effect relationship to this behavioral intention was adopted as complete mediation for the facility convenience factor and partial mediation for other factors. This study can be used as basic data onto differentiation strategies of convention centers.