전시회 참관객의 인구통계적 특성과 참가 특성에 따른 정보매체 이용 차이에 관한 연구: 2016 부산 홈테이블 데코 페어를 중심으로
A Study on Information Media Use and Demographic Information of Exhibition Attendees : Focusing on 2016 Busan Home & Table Deco Fair
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This study was designed to analyze the trends of information media use and information sources among exhibition attendees who visited 2016 Busan Home & Table Deco Fair. To achieve the goals of the study, data was collected during the 24-25, May in 2016 at BEXCO, the venue of the exhibition, and total of 252 samples were used for statistical analysis. The results of the study revealed that the attendees accessed and achieved necessary information through various information sources including word of mouth, public media, internet, promotional materials(ex: posters and fliers) but they preferred word of mouth over these choices. According to the analysis, demographic information such as sex, age, education, and job was significantly related to the information sources. Planning events and performances could lead to word-of-mouth among male visitors as they were more likely to be exploratory and active. Those who had high level of education and professional jobs preferred to search on-line information and share information sources inside the groups, so these potential visitors could be motivated by the online information on the webpage as a communication channel for sharing and exchanging information. Patterns on companion and the visiting experience prior to this exhibition had significant impact on information sources among attendees of 2016 Busan Home & Table Deco Fair. Discussions on theoretical/empirical implications for future study were provided.
Abstract
This study was designed to analyze the trends of information media use and information sources among exhibition attendees who visited 2016 Busan Home & Table Deco Fair. To achieve the goals of the study, data was collected during the 24-25, May in 2016 at BEXCO, the venue of the exhibition, and total of 252 samples were used for statistical analysis. The results of the study revealed that the attendees accessed and achieved necessary information through various information sources including word of mouth, public media, internet, promotional materials(ex: posters and fliers) but they preferred word of mouth over these choices. According to the analysis, demographic information such as sex, age, education, and job was significantly related to the information sources. Planning events and performances could lead to word-of-mouth among male visitors as they were more likely to be exploratory and active. Those who had high level of education and professional jobs preferred to search on-line information and share information sources inside the groups, so these potential visitors could be motivated by the online information on the webpage as a communication channel for sharing and exchanging information. Patterns on companion and the visiting experience prior to this exhibition had significant impact on information sources among attendees of 2016 Busan Home & Table Deco Fair. Discussions on theoretical/empirical implications for future study were provided.
참고문헌 (47)
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