전시박람회 구매자의 참가 동기와 제약이 협상과 참가에 미치는 영향
Influence of Participation Motivation and Constraints of Exhibition Buyer on Negotiation and Participation
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The purpose of this study is to examine the influence of participation motivation and constraints of exhibition buyer on negotiation and participation. Data was collected by a questionnaire from 287 buyers of three consumer exhibitions and was analyzed to test hypotheses by regression analysis using SPSS 19.0 for windows. As a result of this study, motivation factors and negotiation factors positively affected participation and constraints factors, especially intrapersonal constraints, negatively affected participation. Intrapersonal constraints factor also negatively affected time-management negotiation factor. Intrapersonal constraints was composed of the lack of interest and information. Buying motivation factor positively affected structural constraints factor, including lack of sub-program and experience chance, inconvenience of facility, and confusion of venue. Because buyers are very important people for exhibitors, structural constraints must be improved by exhibition planner and exhibitor. Exhibition planners have to pay attention to reduce intrapersonal and structural constraints in order to increase and revitalize exhibition participation.
Abstract
The purpose of this study is to examine the influence of participation motivation and constraints of exhibition buyer on negotiation and participation. Data was collected by a questionnaire from 287 buyers of three consumer exhibitions and was analyzed to test hypotheses by regression analysis using SPSS 19.0 for windows. As a result of this study, motivation factors and negotiation factors positively affected participation and constraints factors, especially intrapersonal constraints, negatively affected participation. Intrapersonal constraints factor also negatively affected time-management negotiation factor. Intrapersonal constraints was composed of the lack of interest and information. Buying motivation factor positively affected structural constraints factor, including lack of sub-program and experience chance, inconvenience of facility, and confusion of venue. Because buyers are very important people for exhibitors, structural constraints must be improved by exhibition planner and exhibitor. Exhibition planners have to pay attention to reduce intrapersonal and structural constraints in order to increase and revitalize exhibition participation.
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