EXAMINING THE RELATIONSHIP AMONG EXPERIENCE, PERCEIVED VALUE, AND SATISFACTION IN EXHIBITIONS

초록

The purpose of this study is to evaluate the relationship among experience, perceived value, and attendance satisfaction in exhibitions. It used structural equation modeling (SEM) technique to examine the causal relationships and develop a structural model that identified the influencing dimensions of experience and perceived value on attendance satisfaction, both directly and indirectly. The results of structural equation modeling analyses uncovered significant relationships among experience, perceived value, and satisfaction. First, relatively important factors of both experience (i.e., entertainment, escapism, and education) and perceived value (i.e., emotional value, economic value, and social value) applied in the exhibition industry were discovered. Second, a clear experience-perceived value-satisfaction chain was confirmed, with direct and indirect effects. Third, the mediating role of perceived value between experience and attendance satisfaction was identified. Lastly, identifying the significant direct and indirect relationships between experience and perceived value can be the key to discovering marketing strategies of how to ultimately maximize satisfaction of exhibition attendees. The findings provide the opportunity to derive both theoretical and managerial implications.

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