소비자 전시회 참가자 특성에 따른 참여제약과 협상요인 차이에 관한 연구
A Study on Difference of Participation Constraint and Negotiation according to Characteristics of Consumer Exhibition Participants
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The purpose of this study is to examine the difference of participation constraint and negotiation according to characteristics of exhibition participants. Data was collected by a questionnaire from 404 participants of three consumer exhibitions and was analyzed to test hypotheses by t-test and ANOVA using SPSS 18.0 for windows. As a result of this study, purchasers more highly recognized structural constraints than non-purchasers. Structural constraints factor includes lack of sub-program and experience chance, inconvenience of facility, and confusion of venue. Because purchasers are important people for exhibitors, structural constraints must be improved by exhibition planner. Many constraints factors and negotiation factors were more different according to participation-related characteristics than demographical characteristics. Participation-related characteristics include buying status, type of visit, frequency of exhibition visits per year and type of exhibition. Exhibition planners have to pay attention these characteristics in order to increase and revitalize exhibition participation.
Abstract
The purpose of this study is to examine the difference of participation constraint and negotiation according to characteristics of exhibition participants. Data was collected by a questionnaire from 404 participants of three consumer exhibitions and was analyzed to test hypotheses by t-test and ANOVA using SPSS 18.0 for windows. As a result of this study, purchasers more highly recognized structural constraints than non-purchasers. Structural constraints factor includes lack of sub-program and experience chance, inconvenience of facility, and confusion of venue. Because purchasers are important people for exhibitors, structural constraints must be improved by exhibition planner. Many constraints factors and negotiation factors were more different according to participation-related characteristics than demographical characteristics. Participation-related characteristics include buying status, type of visit, frequency of exhibition visits per year and type of exhibition. Exhibition planners have to pay attention these characteristics in order to increase and revitalize exhibition participation.
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