Earticle

초록

영어

This article investigate attitude of convention internet advertising that influencing convention participation satisfaction and convention loyalty. Today, many people received a lot of different cases of web or internet advertising related to convention & exhibition. Compared to other research area such as manufactures internet advertising, little research related to exhibition and convention advertising has not been conducted to investigate customer' attitude and their reaction. From the literature review, measurement scales for exhibition and convention internet attitude was developed including satisfaction and loyalty. the data were collected from on-site survey in Coex and Kintex. Factor analysis and multiple regression were run to solve the research questions in this study. Final results showed that attitude of convention internet advertising impacts on participation satisfaction and loyalty. Findings and discussion were provided in conclusion section.

목차

Abstract
 I. 서론
 II. 이론적 배경
  1. 인터넷 광고 및 태도
  2. 전시 컨벤션 광고 태도 및 만족도
 III. 연구조사 설계
  1. 연구모형
  2. 연구대상 및 자료수집
  3. 설문조사 내용 및 분석 방법
 IV. 분석결과 및 해석
  1. 인구통계학적인 특성 분석
  2. 전시컨벤션 광고 태도 요인분석결과
  3. 전시컨벤션 광고 태도에 따른 광고 및 참가 만족도 관계
  4. 전시컨벤션 광고 및 참가만족도에 따른 충성도 관계
 V. 결론 및 논의
 참고문헌

키워드

저자

• 전영주 [ Young-Ju Jeon | 상지대학교 관광학부 호텔컨벤션전공 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역전시연구 [International Journal of Trade Fairs and Exhibition Studies]

• 간기

  계간

• pISSN

  2287-173X

• eISSN

  2733-4848

• 수록기간

  2011~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380