The Effect of Visit Exhibition Experience and Virtual Exhibition Experience on Experience Satisfaction and Purchase Intention
AUTHORS
Seung-Wan Ju,Department of Business Administration, Tongmyong University, Busan, Korea
ABSTRACT
This study is aimed to examine how the experience of visiting exhibition and virtual exhibition have an effect on experience satisfaction and purchase intention in order to suggest effective direction and development direction of corporate public relations exhibition hall. Through the examination, this study also aims to find out the way to secure potential customers and to raise corporate image and purchase behavior through the experience of exhibition hall for corporate public relations, which not only provides cultural services through advanced exhibition presentation techniques but also contributes to regional cultural development by offering cultural space. Therefore, this study empirically analyzed the effects of exhibition experience of corporate public relations exhibition hall on consumer purchase intention for visitors who have experienced domestic corporate public relations exhibition hall and virtual exhibition experience. Based on the results of the empirical analysis, the corporate promotion exhibition hall needs to develop exhibition presentations focusing more on aesthetic elements in experiential exhibition presentations in order to inspire the exhibition effect of visiting exhibition experiences. Also, for the exhibition effect of virtual exhibition experience, it is necessary to actively develop hardware and software focusing on accessibility and convenience of applications and homepage. Through this, the corporate public relations exhibition hall will be able to bring about the effect of communicating with customers, promoting products and promoting corporate image.
KEYWORDS
Corporate promotion, Exhibition hall, Exhibition experience, Experience satisfaction, Purchase intention
REFERENCES
[1] J. S. Hyeong, “Structure of exhibition scenario and space arrangement programming in the enterprise museum,” M.S. thesis, Seong-Gyun-Gwna University, Seoul, pp.4 (2002)
[2] B. H. Ryu and Y. S Moon, “A role of corporate museum: In case of amore-pacific museum of art,” Journal of Arts and Cultural Management, vol.4, no.2, pp.23-40, (2011)
[3] J. W. Sung, B. S. Kim and J. Y. Lee, “A study on the effects of firm’s internal characteristics on exhibition and market performance,” International Journal of Trade Fairs and Exhibition Studies, vol.15, no.5, pp.101-125, (2020)
[4] G. M. Chae, “A study on the changing conception of enterprise showroom in Korea,” Arts and Physical Education Journal, vol.8, pp.189-200, (1997)
[5] T. H. Noh, “A study on the corporate promotional space of experiential marketing,” M.S thesis, Gun-Kuk University, pp.39, (2012)
[6] Y. H. Yoon, M. S. Kim and Y. S. Yoon, “The effects of exhibition experience elements(4Es) on B2C exhibition visitors’ satisfaction and behavior intention - Focused on visitors of ‘Korea character licensing fair 2019’,” International Journal of Trade Fairs and Exhibition Studies, vol.15, no.2, pp.21-41, (2020)
[7] J. Y. Yuk, “A study on the web-based online exhibition,” M.S thesis, Hong-Ik University, Seoul, pp.4 (2019)
[8] H. J. Kwak, “A study on display of museum exhibition for synesthetic experience,” M.S thesis, Hong-Ik University, Seoul, pp.8, (2007)
[9] K. H. Min, “Study on the impacts of tourists` landmark recognition factors on tourist attraction image and tourist satisfaction, behavioral intention,” International Journal of Tourism Sciences, vol.29, no.3, pp.21-40, (2014)
[10] J. A. Jeon, “A study on brand equity's influence on tile consumer purchase intention of user's tastes: With focus on the hotel braw bakery,” Tourism and Leisure Research, vol.20, no.3, pp.227-247, (2008)
[11] S. J. Chung and S. Y. Kim, “Analysis of user experience of virtual exhibitions,” Journal of Basic Design and Art, vol.21, no.3, pp.329-340, (2020)