게임전시회의 환경적 단서, 참관객 만족, 브랜드 인지, 혁신 전도성 지식 공유 간 관계: 부산 지스타 2014를 대상으로

초록

The purpose of this study was to investigate the relationships among exhibition's environmental cues, visitor’s satisfaction, brand awareness and innovation-conductive knowledge sharing intention. Based on a thorough review of the literature, theoretical relationships among study variables(environmental cues, visitor’s satisfaction, brand awareness, innovation-conductive knowledge sharing intention) were proposed. In addition, a structural model involving these proposed relationships was formulated. The proposed model was tested using the data collected from exhibition visitors in G-STAR 2014 exhibition, BEXCO, Busan city, Republic of Korea. The survey was performed in the exhibition period, 20th(Thu) ~ 23rd(Sun), November, 2014, 4 days with 360 visitors who finished the touring of the exhibition. But 349 out of 360 were used for the analysis except for the unfaithful responses. Authors found that the greater the degree of information service, program, souvenir, booth staffs and waiting time of exhibition, the greater the visitor’s satisfaction was. In addition, the visitor’s satisfaction was related positively on the brand awareness and innovation-conductive knowledge sharing. The findings imply that the information service, program, souvenir, booth staffs and waiting time of exhibition had indirect effect on visitor’s brand awareness and innovation-conductive knowledge sharing positively. Theoretical/practical implications were discussed and further research was suggested in this study.

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