The Significant Effects of the Physical Space Elements of the Company Exhibition Hall on the Viewing Satisfaction and Recommendation Intention
AUTHORS
Lee-Sang Jung,Department of Business Administration, Tong-Myung University, Busan, South Korea
ABSTRACT
This study aims to suggest the direction of the company exhibition hall by examining the assumption that it has a significant effect on the satisfaction of the viewing and the intention of recommendation through the physical space elements of the company exhibition hall. The results obtained through the empirical analysis showed that aesthetics and serviceability among the physical space elements of the corporate exhibition hall had a positive effect on visitor's satisfaction, and the ambient environment and cleanliness did not have an effect. Therefore, in Hypothesis 1, Hypothesis 1-2 and Hypothesis 1-4 were accepted, but Hypothesis 1-1 and Hypothesis 1-4 were not. And hypothesis 2 was accepted. In addition, after recognizing the physical space elements of the corporate exhibition hall, viewing satisfaction had a positive effect on the recommendation intention. Therefore, hypothesis 2 was accepted. This study implies that the creation of a physical environment is very important for the company exhibition hall to attract visitors in the future. And it is thought that if the lighting, ceiling, wall, floor, originality, and visibility in the production of exhibits are considered among the many physical space elements of the exhibition hall and the expansion of resting facilities for the convenience of visitors is focused, it will be a more efficient operation of the exhibition hall.
KEYWORDS
Corporate exhibition hall, Physical space factor, Viewing satisfaction, Intention of recommendation
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