초록 열기/닫기 버튼
This study set up 3 assumptions according to research models based on the previous studies in order to identify the relation between visitors’ participation motive and satisfaction, the relation between satisfaction and loyalty, and the moderating effects of involvement in the relation between participation motive and satisfaction. As for participation motive, this study divided participation motive into 3 different factors such as information pursuit motive, entertainment pursuit motive and social‐gathering pursuit motive, and conducted empirical analysis with a single factor for involvement, satisfaction and loyalty. With the results of this study, it is found that all of the information pursuit motive, entertainment pursuit motive and social‐gathering pursuit motive that are 3 factors of exhibition visitors’ participation motive produced positive effects (+) upon satisfaction, and it is verified that visitors’ satisfaction had positive effects (+) upon loyalty. In the relation between visitors’ satisfaction and their information pursuit motive, entertainment pursuit motive and social‐gathering pursuit motive, it is verified that moderating effects according to involvement was not significant at all, showing that the results of this study was opposed to what was intended to expect in the first place.
