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컨벤션 참가자의 value co-creation 행위가 참가자의 가치와 사후 행동에 미치는 영향

The impact of value co-creation behavior of convention attendees on the perceived value and satisfaction.

윤세목
한국마이스관광학회 (Korea MICE Tourism Society)|2015.08|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제15권 제2호|pp. 7-28

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참고문헌

키워드

perceived valuevalue co-creationcustomer participation behaviorcustomer citizenship behaviorsatisfaction.

초록

The purpose of this study was to examine how the value co-creation behavior of convention attendees impact on the perceived value and satisfaction of them. value co-creation behavior has two dimensions; customer participation behavior and customer citizenship behavior. For fullfil this study purpose, total 451 data were collected from those who participated in convetions held in COEX from September to November, 2013. SPSS ver. 20.0 was used to analyze these data. Factor analysis and multiple regression were used for proving the study hypotheses. The result shows that most of customer participation behavior has positive impact on the perceived value and satisfaction of convention attendees while the customer citizenship behavior has less variables. The perceived value of convention attendees has positive impact on the satisfaction of them.

Abstract

The purpose of this study was to examine how the value co-creation behavior of convention attendees impact on the perceived value and satisfaction of them. value co-creation behavior has two dimensions; customer participation behavior and customer citizenship behavior. For fullfil this study purpose, total 451 data were collected from those who participated in convetions held in COEX from September to November, 2013. SPSS ver. 20.0 was used to analyze these data. Factor analysis and multiple regression were used for proving the study hypotheses. The result shows that most of customer participation behavior has positive impact on the perceived value and satisfaction of convention attendees while the customer citizenship behavior has less variables. The perceived value of convention attendees has positive impact on the satisfaction of them.

참고문헌 (59)

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