The Effect of Overseas Exhibition's Quality Characteristics on Re-Participation Intention: Focused on the Mediating Effect of Participation Performance and the Moderating Effect of Policy Support

해외전시회 품질특성이 재참가의도에 미치는 영향: 참가성과의 매개효과 및 정책지원의 조절효과를 중심으로

  • 김용국 (호서대학교 벤처대학원 정보경영학과) ;
  • 동학림 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2020.02.13
  • Accepted : 2020.04.28
  • Published : 2020.04.30

Abstract

This study aimed to confirm the quality of exhibitions and the effectiveness of government's policy support for small and medium-sized companies seeking to help companies expand overseas marketing and improve their performance through participation in overseas exhibitions. For the purpose of empirical analysis, the survey was conducted directly to exhibitors of companies participating in overseas exhibitions with the support of government for three years from 2016 to 2018. As a result, the quality characteristics of overseas exhibitions had a significant positive influence on re-participation intention, and the influence was the most important in organizer's capacity, followed by exhibition reputation and exhibition environment. In addition, quality characteristics had a significant effect on participation performance, and participation performance had a partial mediating effect on re-participation intention. The government's policy support had a significant moderating effect between participation performance and re-participation intention, and the conditional indirect effect (adjusted mediating effect) on the effect of quality characteristics on re-participation intention through participation performance. This study has an academic significance in confirming the mediating effect of participation performance and the moderating effect of government policy support.

본 연구는 해외전시회 참가를 통해 기업의 해외마케팅 확대와 성과제고에 도움을 받으려는 중소기업을 대상으로 전시회 품질특성 및 정부의 정책지원의 실효성을 확인하기 위해 시도되었다. 실증분석을 위하여 2016~2018년까지 3년간 정부 및 정책기관의 지원을 받아 해외 전시회에 참가한 기업의 전시관계자를 대상으로 직접 설문조사를 실시하여 회수된 371부 중 346부의 유효 표본을 가지고 실증분석을 수행하였다. 연구결과 해외전시회 품질특성은 재참가의도에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 영향력은 주최기관역량이 가장 중요하고 그 다음 전시회명성과 전시장환경 순으로 나타났다. 또한, 품질특성은 참가성과에 유의한 영향을 미치고 참가성과는 재참가의도에 부분 매개효과를 갖는 것으로 나타났다. 정부의 정책지원은 참가성과와 재참가의도 간에 유의미한 조절효과가 있는 것으로 나타났으며, 품질특성이 재참가의도에 미치는 영향에 있어 참가성과가 조건부 간접효과(조절된 매개효과)를 보이는 것으로 나타났다. 본 연구는 기존의 선행연구들에서 시도된 전시회 서비스품질과 만족도 및 참가성과, 행동의도 및 재참가의도 와의 영향관계 규명뿐 아니라 참가성과의 매개효과를 확인하였고 정부의 정책지원의 조절효과를 확인했다는 것에 학술적 의의가 있다.

Keywords

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