전시부스에서의 혼잡지각에 대한 감정적 반응과 회피행동에 관한 영향
The Effect of Perceived Crowding In-Exhibition Booth on the Emotional Response and Avoiding Behavior
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The purpose of this study was to examine the impact of perceived crowding degrees on the emotional feedback and avoidance behavior of exhibit attendees. Several variables are adopted for this study such as crowding perception, emotional feedback, and avoidance behavior. Crowding perception was divided into personal and spacial crowding degrees. Emotional feedback, also, was divided into two dimensions, positive and negative emotional feedback. Avoidance behavior was estimated by three dimensions, moving within area, moving outside of area, and changing of length of stay. For this study purpose and variables, total 300 data were collected from the attendees for the Seoul Coffee Expo 2012 at COEX in Seoul. Among 300 data collected, only 288 data were used for the analysis. SPSS ver. 19.0 and AMOS ver. 20.0 were used for statistical operation. Total eight hypotheses were adopted for achieving the study purpose. SEM was used for examining the hypotheses. The results of the analyses are that personal crowding perception has positive impact both on positive and negative emotional feedbacks while spacial crowding perception has positive impact only on negative emotional feedback. Also, among the crowding perception, only spacial crowding perception has positive impact on avoidance behavior. Only negative emotional feedback has positive impact on the avoidance behavior.
Abstract
The purpose of this study was to examine the impact of perceived crowding degrees on the emotional feedback and avoidance behavior of exhibit attendees. Several variables are adopted for this study such as crowding perception, emotional feedback, and avoidance behavior. Crowding perception was divided into personal and spacial crowding degrees. Emotional feedback, also, was divided into two dimensions, positive and negative emotional feedback. Avoidance behavior was estimated by three dimensions, moving within area, moving outside of area, and changing of length of stay. For this study purpose and variables, total 300 data were collected from the attendees for the Seoul Coffee Expo 2012 at COEX in Seoul. Among 300 data collected, only 288 data were used for the analysis. SPSS ver. 19.0 and AMOS ver. 20.0 were used for statistical operation. Total eight hypotheses were adopted for achieving the study purpose. SEM was used for examining the hypotheses. The results of the analyses are that personal crowding perception has positive impact both on positive and negative emotional feedbacks while spacial crowding perception has positive impact only on negative emotional feedback. Also, among the crowding perception, only spacial crowding perception has positive impact on avoidance behavior. Only negative emotional feedback has positive impact on the avoidance behavior.
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