The Effect of Exhibition Experience on the Intention of Purchase
AUTHORS
Seung-Wan Ju,Tong-Myung University, Korea
Lee-Sang Jung,Tong-Myung University, Korea
ABSTRACT
Recently, exhibition industries are becoming high value-added service industries, with their high value in creating jobs and increasing income. Therefore, its effect on the economy is getting bigger, and many nations around the world are making effort to develop their exhibition industries. However, the awareness and research about corporate marketing exhibitions are insufficient, and the empirical study about its effect is also very lacking. As a result of the analysis, it has been found that amongst the four basic elements of exhibition experience, entertainment, educational, and deviating experience cause a significant effect on the experience satisfaction. In addition, all of these three experiences after the off-line exhibition experience increased the experience satisfaction and had a positive effect on the purchase intention. As a result, if the three factors were high, the purchase intention was also high.
KEYWORDS
Exhibition, Corporate marketing exhibition hall, Exhibition experience, Experience economics theory, Experience satisfaction
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