전시박람회 서비스스케이프와 감정반응간의 관계 연구 : 관여도의 조절효과를 중심으로
The Effect of Exhibition Servicescapes on Emotional Response - Focused on the Moderating effect of Involvement -
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The recognition of exhibition's importance is diffusing widely as an important way of marketing communication and trading, and the usefulness of exhibition is embossing gradually. Also, the awareness of importance on servicescapes such as facility, light, music and design is rising considerably. The purpose of this study is to examine the effect of exhibition servicescapes on emotional response and analyze the moderation effect of visitor's involvement in the process of exhibition servicescapes in emotional response. the results are as follow. First, it showed that design, cleanliness and service influenced significantly to emotional response in the relationship of servicescapes, but convenience didn't influence. Second, as a result of identifying the moderating effect of involvement in the relationship of exhibition servicescapes and emotional response, in case of the convenience, the lasting and occupational involvement played moderating effect in the affective response, in case of the cleanliness, it had moderating effect in the cognitive response, and in case of the service, it showed that the lasting involvement had moderating effect in the both cognitive and affective response. The previous studies researched the intention of participating companies, and their achievement or the visitors, but there were few that identified the involvement's moderating role in the relationship of exhibition servicescapes and emotional response.
Abstract
The recognition of exhibition's importance is diffusing widely as an important way of marketing communication and trading, and the usefulness of exhibition is embossing gradually. Also, the awareness of importance on servicescapes such as facility, light, music and design is rising considerably. The purpose of this study is to examine the effect of exhibition servicescapes on emotional response and analyze the moderation effect of visitor's involvement in the process of exhibition servicescapes in emotional response. the results are as follow. First, it showed that design, cleanliness and service influenced significantly to emotional response in the relationship of servicescapes, but convenience didn't influence. Second, as a result of identifying the moderating effect of involvement in the relationship of exhibition servicescapes and emotional response, in case of the convenience, the lasting and occupational involvement played moderating effect in the affective response, in case of the cleanliness, it had moderating effect in the cognitive response, and in case of the service, it showed that the lasting involvement had moderating effect in the both cognitive and affective response. The previous studies researched the intention of participating companies, and their achievement or the visitors, but there were few that identified the involvement's moderating role in the relationship of exhibition servicescapes and emotional response.
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