전시회 서비스품질이 참관객의 참가목적에 미치는 영향 분석

• 영문명: The Effects of Service Quality on Participation Purposes of Attendees in Trade Shows
• 발행기관: 한국무역연구원
• 저자명: 이대휘(Dae-Hui Lee)
• 간행물 정보: 『무역연구』제8권 제1호, 163~180쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

The purpose of this study is to examine the relationships between service quality of trade shows and participation purposes of attendees. In order to find out the result of this study, a confirmatory factor analysis was first conducted. After verifying reliabilities and validities of the seven-factor measurement model (i.e., human services, event programs, trustworthiness, promotion/publicity, self-development, information search, and curiosity), the hypothesized model was analyzed. The results of this study indicate that promotion/publicity has a positive effect on self-development, information search, and curiosity at the observed significant level. Human services and trustworthiness have a positive effect on self-development and information search at the observed significant level, not on curiosity. However, event programs have a negative effect on both self-development and information search at the observed significant level. The findings of this study provide not only theoretical marketing information to analyze the relationships between service quality and participation purposes but also empirical knowledge to understand customer needs in trade shows.

목차

Abstract

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 시사점

Ⅵ. 한계점

참고문헌

키워드

Trade show Service quality Participation purpose Structural equation modeling