earticle

영어

This article investigate attitude of convention internet advertising that influencing convention participation satisfaction and convention loyalty. Today, many people received a lot of different cases of web or internet advertising related to convention & exhibition. Compared to other research area such as manufactures internet advertising, little research related to exhibition and convention advertising has not been conducted to investigate customer' attitude and their reaction. From the literature review, measurement scales for exhibition and convention internet attitude was developed including satisfaction and loyalty. the data were collected from on-site survey in Coex and Kintex. Factor analysis and multiple regression were run to solve the research questions in this study. Final results showed that attitude of convention internet advertising impacts on participation satisfaction and loyalty. Findings and discussion were provided in conclusion section.