화장품 전시회 체험마케팅 품질 개선 방안에 관한 연구: IPA와 수정된 IPA를 중심으로

A Study on Improving the Quality of Experiential Marketing at Cosmetics Exhibition Using Traditional and Revised IPA

Purpose – This study aims to analyze experiential marketing factors in cosmetics exhibitions by comparing importance and satisfaction using both traditional Importance-Performance Analysis (IPA) and Deng’s revised IPA. The goal is to identify critical areas for improvement that can enhance exhibitor competitiveness and visitor satisfaction. Design/Methodology/Approach – Survey data were collected from 244 attendees of the K-Beauty Expo Korea between July 21 and August 4, 2025. Based on Schmitt’s five experiential modules of sense, feel, think, act, and relate, 21 attributes were measured on a five-point Likert scale. Data were analyzed using factor analysis, reliability testing, paired-sample t-tests, and both traditional and revised IPA methods. Findings – The results show that emotional experiences (feel) were rated highly in both importance and satisfaction while sensory experiences (sense) scored high in importance but low in satisfaction, requiring urgent improvement. The revised IPA reclassified elements such as personalized services, product information access, and visitor networking in Quadrant 1 as higher priority factors than indicated by the traditional IPA, underscoring growing visitor demand for credibility, convenience and relational experiences. This interaction drives loyalty, supporting Schmitt’s social-relational theory, and suggesting a strategic imperative to enhance community-based programs. Research Implications – This study expands experiential marketing research by applying both traditional and revised IPA to the context of cosmetics exhibitions, offering methodological and practical insights. The revised IPA revealed hidden priority areas such as personalized services, product information, and visitor networking, reflecting shifts in consumer expectations beyond product evaluation toward credibility and relational value. For practitioners, the findings highlight the importance of improving sensory quality, enhancing storytelling and emotional engagement, and fostering community-building experiences. Exhibitions should be managed not only as promotional venues but as interactive platforms that strengthen brand loyalty and long-term competitive advantage.