A Study on the Exhibition Loyalty Determinant Factor: Focused on Involvement and Prior Knowledge

Lee, Sewon; KIM BONG-SEOK

The purpose of this study is to investigate constructing exhibition loyalty factors based on the types of exhibitors and to explore the relationship between exhibition loyalty determinant factors and exhibition loyalty to establish groundwork to set up exhibition management plan. As a result, the Determinant attributes of exhibition loyalty were divided into 5 factors. The exhibition loyalty determinant factors were exhibition service factor, marketing synergy factor, exhibition brand factor, sales generation factor as well as factor of accessibility and convenience of exhibition center. The results also show that more involvement meant more emphasis on exhibition service factor, sales generation factor, and convenience factor; while, lower involvement meant less recognition. Amount of exhibition related prior knowledge was proportional to the awareness of the exhibition loyalty determinant factors. Exhibition loyalty determinant factors were influential to the simple loyalty with convenience factor and exhibition brand factor having huge impact.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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