전시주최자가 제공하는 전시회 물리적 환경이 참관객의 지각된 가치와 행동의도에 미치는 영향: 참관빈도의 조절효과

The Impact of Exhibition Physical Environment Provided by Organizers on Perceived Visitor Value and Behavioral Intention: Focusing on the Moderating Effect of Visit Experience

Purpose – This study aimed to redefine physical environment factors reflecting the changing exhibition landscape, and to identify the structural relationship between the perceived visitor value and behavioral intention formed through these factors. Furthermore, the study empirically verified the moderating effect of visit frequency. Design/Methodology/Approach – This study designed a research model based on the Stimulus-Organism-Response (S-O-R) theory. The independent variable, exhibition physical environment, consisted of five sub-factors: ‘Accessibility’, ‘Aesthetics’, ‘Convenience’, ‘Human Service’, and ‘Digital Service’. The mediating variable was set as ‘Experiential Value’, and the dependent variable was ‘Recommendation Intention’. A total of 315 valid samples were analyzed using SPSS 29.0. Findings – All five factors of the exhibition’s physical environment were found to have a statistically significant positive effect on visitor experiential value. The relative influence was identified in the order of Aesthetics, Convenience, Accessibility, Human Service, and Digital Service. Experiential value was found to have a strong positive effect on recommendation intention. A significant positive moderating effect was confirmed only in the relationship between ‘Digital Service’ and ‘Experiential Value’. Research Implications – This study has academic significance in that it modernized the concept of servicescape by extending the exhibition’s physical environment to the digital realm. Practically, it suggests the need for establishing differentiated digital service strategies according to the characteristics of target visitors.