컨벤션센터의 커뮤니케이션, 명성, 독특성, 구전의도 간 관계 연구- 컨벤션 참가 동기의 조절효과 -

Abstract

The purposes of this study were to investigate the relationships among convention center's communication, convention center's reputation, convention participants' perceived uniqueness and word-of-mouth intention, and test the moderating role of motivational orientation in inducing the convention participants' word-of mouth intentions. Based on a thorough review of the literature, theoretical relationships among study variables were proposed. In addition, a structural model involving these proposed relationships was formulated. The proposed model was tested using the data collected from 279 convention participants in BEXCO, Busan, South Korea. Results from structural equation modeling analysis indicated that communication activities had significant effects on convention center's reputation, and three of five reputation factors influenced on participants' perceived uniqueness, and perceived uniqueness had an impact on word-of-mouth intention respectively. In addition, communication had a strong influence on word-of mouth directly. Also, motivational orientation played a significant moderating role in the relationship between perceived uniqueness and word-of-mouth intention. Theoretical/practical implications were discussed and further research was suggested.