초록 열기/닫기 버튼
Though the trade show have emerged as an increasingly significant tool in companies' marketing strategy, little research has been examined the relationships among the trade show organizer's service quality factors and the trade show exhibitor's perceived values, attitudes and revisit intentions. To pursue the purpose of this study, we constructed a structured equation model which test relationships among constructs mentioned above, and analyzed the data collected from the survey on the sampled group of small-medium sized exhibitors of the trade show through questionnaire. Results told us that trade show organizer's services has been constructed by four factors, i.e., Specialty factor, Reliability factor, Cost appropriateness, and Promotion factor. Reliability factor and promotion factor affects positively on the trade show exhibitor's perceived value. And, it showed that cost appropriateness factor and promotion one have effects on exhibitor's attitude. Finally, the moderating effects of the trade show exhibitor's purpose on the relationship between the exhibition service factors and exhibitor's value have not been proved.
키워드열기/닫기 버튼
Trade Show Organizer's Service Quality Factor, Perceived Values, Revisit Intention
