컨벤션행사의 추구혜택이 아이덴티티 매력도를 통한 사회적 가치 및 고객시민행동에 미치는 영향 - 컨벤션행사 참가자가 지각한 타 참가자 전문성의 조절효과와 함께 -

초록

The purposes of this study were to (1) ascertain benefits sought factors in inducing identity attractiveness of convention events, (2) identify the relationships among convention benefits sought, convention identity attractiveness, social value, customer citizenship behavior and (3) investigate the moderating role of perceived other customers' expertise in inducing convention identitiy attractiveness and social value, customer citizenship behavior. The proposed model was experimentally tested using data collected from 340 attendee of convention events in BEXCO. The results of this study were to (1) three dimensions of convention benefits sought (extrinsic benefits, intrinsic benefits, relational benefits) had positive effect on convention identity attractiveness, (2) convention identity attractiveness influence social value and customer citizenship behavior also social value influence customer citizenship behavior, (3) perceived other customers' expertise played a moderating function in the relationship between convention identity attractiveness and social value. The theoretical and managerial implications were discussed.

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