컨벤션 광고태도 세분집단별 컨벤션광고 만족도 및 참가행동의도 차이연구 = A study on differences of convention advertising satisfaction and intention to participation based on segmented groups of convention advertising attitude

다국어 초록 (Multilingual Abstract)

The purpose of this study was to segment participants`` attitude towards convention advertising based on convention ad satisfaction and behavior intention. Drawing on the literature review, the measurement of participants`` attitude towards convention ad was developed and employed 15 important attributes. The on-site survey was conducted at convention center in COEX and KINTEX. Respondents who had experiences of convention ad were asked to participate in this research survey. A total of 368 useful sample were used for the analysis. The results of cluster analysis revealed that three cluster solutions are appropriate to segment respondents. Positive group highly formed attitude towards convention ad compared with negative group. This is particularly true that positive group drew most satisfaction of convention ad and behavioral intention, while the negative group drew least satisfaction and behavioral intention The positive group was mostly satisfied with the provided information of convention, and the negative group was mostly dissatisfied with the diversity of convention ad. Moreover, the positive group highly tends to revisit convention, while the negative group declines visiting convention. Given the sketches of conclusion, this study provided information regrading participants`` attitude towards convention advertising. More theoretical and practical implication are discussed in the conclusion.