전시 컨벤션 혜택이 소속감 및 고객 시민 행동에 미치는 영향- 지스타 전시회 방문객을 중심으로 -

초록

This study aims to (1) analyze the relationship between benefits of G-Star and the sense of belonging to the convention and (2) investigate the effect of the sense of belonging to customers' citizenship behaviors on the event. The present paper analyzes the benefits of convention in terms of extrinsic, intrinsic, and relational benefits. The proposed conceptual model was empirically tested via structural equation modeling analysis using data collected from 320 visitors in G-Star, which is held on from November 20 to November 23 in 2014. During theses four days, an exit survey was administered to G-Star visitors, who are over the age of 20. The proposed conceptual model was empirically tested via structural equation modeling analysis using data collected from G-Star visitors. The results showed that six variables of extrinsic, intrinsic, and relational benefits of G-Star influences the sense of belonging to the event. Moreover, the results revealed that the sense of belonging to the event leads to creating customers' citizenship behaviors in both aspects of service organization and other customers.

키워드