로하스박람회의 고객만족과 미래행동의도에 미치는 영향요인

Abstract

This research studied strategy of LOHAS EXHIBITION to be matrix of local exhibitions by the participation from companies and visitors through analysis of essential meaning of international and local exhibitions that are generally held by private enterprise or public organization for the purpose of supporting local industries while I checked how the structuring factors of LOHAS EXHIBITION affects formed perceived value, exhibition customers satisfaction and future behavior intention, and clarified the influence of perceived value formed by the structuring factors of LOHAS EXHIBITION on the future behavior intention by defining the mutual relationships between relevant parameters, and grasped meaning and problems of exhibition characteristics. The purpose of this study is to observe value of the LOHAS EXHIBITION as an exhibition that is perceived to be a specialized local exhibition with good fame and differentiated advantage as well as the spectators' will to visit the exhibition coming from the future behavior intention of visitors. In order to achieve the purpose of this study, I organized questionnaire after setting a hypothesis based on the theoretical background on the parameters. Verification of the hypothesis by statistically analyzing the answers for questionnaire follows. Finally, implication of this study is drawn through comprehensive discussion while I indicated limit of the study and future direction of research. At this study, I suggested structuring factors of LOHAS EXHIBITION so as to reveal perceived value of the exhibition, customer satisfaction and future behavior intention. The structuring factors of LOHAS EXHIBITION was composed of 5 factors – fame, public relations, facilities, services and trust for the exhibition. LOHAS EXHIBITION is an event that can secure sustainable and differentiated advantage. Thus, observation of the perceived value and spectators' will to visit the exhibition coming from the future behavior intention of visitors is important. The structuring factors of LOHAS EXHIBITION is composed of the factors that reveal future behavior intention with customer satisfaction. LOHAS EXHIBITION is the exhibition which can secure sustainable and differentiated advantage. Therefore, it is important to observe spectators' will to reveal the perceived unique value of the exhibition as specific future behavior intention. So, I set up a model to research the influence of LOHAS EXHIBITION's structuring factors on formed perceived value, customer satisfaction and future behavior intention. My survey asked visitors to LOHAS EXHIBITION from August 29 to 31 of year 2014. At this survey, random sampling method was used and it considered demographic nature of exhibition visitors in order to establish representativeness of population. Total 273 answers from 300 distributed questionnaire was collected, and only 234 effective answers were used for final analysis after excluding untrustworthy or improper answers. The first part of survey included questions on the structuring factors of LOHAS EXHIBITION (such as fame, public relations, facilities, services and trust) to measure the parameters used at this study. Second part contains questions on the perceived value for spectators. Third part is about customer satisfaction while the fourth part is about future behavior intention. And the fifth part is composed of questions on demographic nature and type of visit. In order to enhance the credibility and reliability of the measured parameters on the structuring factors of LOHAS EXHIBITION used for this study, I organized the survey content to fit the purpose of this research utilizing the parameters that had been used at the preceding studies. Frequency Analysis was done for knowing demographic characteristics as well as the verification of plausibility and reliability of measured parameters and factors analysis. Also, I have performed verification of difference at selection property level based on multiple regression analysis and demographic nature. The verification result of this study's hypothesis by above analysis methods is summarized as below; First, as the verification result of influence of structuring factors of LOHAS EXHIBITION on the perceived value, fame, services and trust of LOHAS EXHIBITION had positive impact on the acknowledged value while public relations and facilities did not. Second, as the verification result of influence of structuring factors of LOHAS EXHIBITION on the customer satisfaction, services and trust of LOHAS EXHIBITION had positive impact on the customer satisfaction while fame, public relations and facilities did not. Third, at the verification result of influence of perceived value on the customer satisfaction, I could see positive impact. Fourth, at the verification result of influence of perceived value on the future behavior intention, I could see positive impact. Fifth, at the verification result of influence of customer satisfaction on the future behavior intention, I could see positive impact. To summarize the study result, through verification of hypothesis about meaningful influence among structuring factors of LOHAS EXHIBITION, perceived value and customer satisfaciton, I could notice partial adoption, meaning relationship of partial influence, is established. And the perceived value affected both customer satisfaction and future behavior intention meaningfully. Reviewing above results, I could note that in the structuring factors of LOHAS EXHIBITION, perceived value for visitors and customer satisfaction play their role positively on the future behavior intention. In conclusion, my study implies that strategic measures are necessary to fulfill structuring factors of LOHAS EXHIBITION as they would make positive impact on acknowledged value, customer satisfaction and future behavior intention to contribute to growth and development of LOHAS EXHIBITION. Also it suggests that method to join PR activities is necessary to strengthen properties of the exhibition and position it well to be a solid local exhibition.