무역 전시회 참여 기업의 자원기반요소가 관계학습 및 전시회 성과에 미치는 영향

The Effect of Resource-Based Elements on Relationship Learning and Exhibition Performance in Trade Exhibition Participating Companies

Purpose - This study sought to investigate the relationship between resource-based elements (trust, relationship commitment, transaction-specific assets), and relationship elements that trade exhibition participating companies can utilize internally, relationship learning, and trade exhibition performance (sales performance, non-sales performance). Design/Methodology/Approach - Data collection was conducted through e-mail and in-person interviews from November 10 to November 30, 2023, targeting executives and salespeople of companies participating in the trade exhibition. A total of 300 copies were distributed, and 259 copies, excluding insincere responses, were used in the final analysis. Findings - As a result of the analysis, first, it was found that relationship learning also improves as the resource-based elements of trust and transaction-specific assets of companies participating in trade exhibitions increase. Second, as exhibition relationship learning improved, exhibition performance improved, which showed the same results for both sales and non-sales performance. Third, as a result of analyzing the mediating effect of relationship commitment in the relationship between resource-based factors and exhibition performance, it was confirmed that exhibition performance increases when resource-based factors go through relationship commitment. Research Implications - Through this study, the relative influence of resource-based elements and the relationship learning of trade exhibition participating companies on exhibition performance was confirmed, and it was found that resource-based elements and relationship learning are important for trade exhibition participating companies to achieve strategic exhibition performance.