패션 브랜드 전시 관람 동기가 마케팅 성과에 미치는 영향- 인스타그램 사용자들을 중심으로 -

초록

Exhibition is one of experiential marketing, which makes the brand itself an art and draws closer to customers, but it is a strategy that enhances the brand image. In addition, as the cultural level of the consumers increases in modern society, access to exhibitions is also improving. The purpose of this study is to find out the motivation for viewing a fashion brand exhibition in order to find out what kind of marketing performance the motivation for viewing exhibitions opened by fashion brand, and also to investigate the influence on the brand image after satisfaction and viewing, and whether social network word of mouth is used. Data analysis was performed through SPSS 26.0 and SMART-PLS. Fashion brand viewing motives were classified through factor analysis. The relationship between each variable was analyzed. As a result of the analysis, motives for viewing fashion brand exhibitions were divided into curiosity, education, escape, and aesthetics, and the motives affecting viewing satisfaction were aesthetics and escape. It was found that viewing satisfaction affects brand attitude and social network word of mouth intention, respectively, and viewing satisfaction mediates brand attitude to influence social network word of mouth intention. The research showed that if visitors were satisfied, they showed an positive attitude toward the brand and eWOM intention. Therefore, when planning a fashion brand exhibition, based on this study, we propose to try elements that consumers can enjoy by developing elements of aesthetics and escape.

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