전시회 혁신과 참관객 혁신성이 행동의도에 미치는 영향: 혁신 수용의 매개역할

• 영문명: Effects of Exhibit Innovation and Visitors’ Innovativeness on their Behavior Intention: The Role of Innovation Acceptance
• 발행기관: 한국무역연구원
• 저자명: 마추(Chao Ma) 이단(Dan Li) 쩡잉(Ying Zeng) 최정자(Jeong-Ja Choi)
• 간행물 정보: 『무역연구』제15권 제3호, 617~633쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

Purpose - Despite the important role the exhibition industry has played in bringing innovative products and ideas related to the 4th Industrial Revolution in Korea, innovation acceptance has not been probed from the vantage point of visitors. There is also a perceived need to investigate whether either exhibit innovation or consumer innovativeness will impact on visitors’ innovation acceptance and behavioral intention. Thus, the purpose of this paper is to empirically examine the structural relationships among exhibit innovation and visitors’ innovativeness, innovation acceptance, and visitors’ behavioral intention. Specifically, this study verifies the mediating role of innovation acceptance between exhibit innovation and visitors’ innovativeness and their behavioral intention. Methodology - Using surveys, this research collected data from 267 exhibition visitors to WIS(World IT Show) 2018 held in COEX, Korea from May 23rd to May 26th, 2018. Findings - The result shows that while exhibit innovation influences innovation acceptance, only the hedonic factor of visitors’ innovativeness influences innovation acceptance which consists of usefulness and ease of use. The study result also proves the mediating role of usefulness in innovation acceptance between exhibit innovation and visitors’ behavioral intention. Research implications - This study offers practical insights and implications for both exhibition organizers and exhibitors to provide more opportunities for exhibition visitors to experience exh

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Behavior Change Exhibit Innovation Innovation Acceptance Visitor Innovativeness