기업홍보전시관의 전시체험이 행동의도에 미치는 영향에 관한 연구 : 만족과 브랜드자산의 매개효과를 중심으로 :A study on the effects of behavioral intent by exhibition experience of company exhibition hall : based on mediation effects of satisfaction and brand assets

주성완

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자료유형: 학위논문

저자정보: 주성완 (동명대학교, 동명대학교 대학원)

지도교수: 정이상

발행연도: 2019

저작권: 동명대학교 논문은 저작권에 의해 보호받습니다.

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이 논문의 연구 히스토리 (2)

2019

기업홍보전시관의 전시체험이 행동의도에 미치는 영향에 관한 연구 : 만족과 브랜드자산의 매개효과를 중심으로

주성완 경영학과 2019.01 학위논문

기업홍보전시관의 온라인전시체험이 체험만족과 구매의도에 미치는 영향에 관한 연구

주성완 , 임채관 예술인문사회 융합 멀티미디어 논문지 2019.01 학술저널

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현대사회에서 전시산업은 고용창출 및 소득증대 효과가 높은 고부가가 치지식 서비스산업으로 경제에 미치는 효과가 점차 커져가게 됨에 따라 세계 각국은 전시산업을 발전시키기 위한 노력을 기울이고 있다.
과거의 기업홍보전시관은 고유역할인 제품 홍보기능에 주안점을 두었기에 라디오, TV, 신문 등이 가진 일방적 정보 전달의 특성으로 인한 기업과 소비자와의 긴밀한 관계형성에 어려움을 가지고 있지만, 오늘날의 기업홍보전시관은 고유의 제품홍보기능과 더불어 기업과 소비자 상호간의 커뮤니케이션 활동의 통한 소통의 새로운 매개체 역할과 자사의 정보제공, 편의시설 및 복합문화공간의 제공 역할까지 수행하고 있다.
현재의 한국기업들은 대기업을 중심으로 기업홍보관, 기념관, 박물관등을 직접 운영함으로써 단기적으로 소비자들과 접촉하는 단계를 넘어 장기적인 커뮤니케이션의 장으로 만들고 있으며, 또한 근래에 기업들은 자사가 운영하는 기업홍보전시관에 홈페이지와 앱을 통하여 온라인 전시체험의 형태를 제공하고 있어 기존의 방문전시체험과 동반할 수 있는 형태로 발전하고 있다.
하지만 기업홍보전시관에 대한 인식부족과 연구가 미흡한 실정이고, 그 효과에 대한 실증연구가 매우 부족한 상태이다.
이러한 실정을 감안하여 본 연구는 기업홍보전시관의 전시체험을 통해 만족, 브랜드자산 및 행동의도의 관계를 분석하고, 더불어 전시체험과 행동의도의 관계에서 만족과 브랜드자산의 매개효과를 검증하였다.
전시체험과 행동의도, 만족 및 브랜드자산의 영향관계와 만족과 행동의도의 영향관계, 브랜드자산과 행동의도의 영향관계 및 브랜드자산과 행동의도의 영향관계는 모두 정(+)의 영향을 보였다. 또한 전시체험과 행동의도의 관계에서 만족과 브랜드자산의 매개효과검증에서도 정(+)의 영향을 나타내었다. 이러한 연구결과는 전시체험이 본 연구에서 제시된 관계변수에 외에 기업이 가진 다른 요인에도 영향을 미칠 수 있으며, 전시체험은 기업이 가진 다른 유무형의 자산 등과 결합되어 관람객의 행동의도에 영향을 미치는 것을 알 수 있었다.
연구결과의 의의는 기업홍보전시관을 대상으로 전시체험을 통한 만족과 행동의도 간의 관계를 구조적으로 실증 분석하여 이들 간의 관계를 규명한 점이고, 연구결과의 시사점으로는 단순체험이나 단순관람시설은 지양해야 하고, 브랜드자산 외에 기업이 가진 유무형의 자산 등과 결합 된 기업홍보전시관의 운영이 보다 효율적인 결과를 기대할 수 있다는 것이다. 또한 연구의 결과에서도 도출되었듯이 기업의 제품 브랜드는 소비자에게 과감하게 노출되어 있으며, 소비자들에게 매우 민감하게 작용하여 행동의도에 영향을 미치고 있다.
제품 브랜드가 가진 긍정적 이미지는 만족과 행동의도로 이어져 결국에는 기업 매출성장에 영향을 미칠 것이므로 기업은 제품브랜드 관리에 매우 신경을 써야 할 것이다.
본 연구는 위에서 기술한 것과 같은 연구 성과가 있음에도 불구하고 몇 가지 아쉬움과 한계점을 지니고 있다.
첫째, 본 연구는 연구대상을 특정기업의 기업홍보전시관의 관람객과 접속객으로 선정하였고, 또한 지역을 서울을 비롯한 대도시 중심에 위치해 있는 기업홍보전시관으로 한정했다는 점에서 일반화하는데 한계가 있다.
둘째, 본 연구에서는 행동의도에 영향을 미칠 수 있는 요인으로 만족과 브랜드자산을 추출했다. 하지만 행동의도에 영향을 미칠 수 있는 요인들은 많을 것이다. 따라서 앞으로의 연구에서는 행동의도에 영향을 미칠 수 있는 더 많은 요인들을 추출하고 본 연구에서 사용된 요인들에 더해져서 더 세부적인 연구가 행하여져야 할 것이다.
끝으로, 기업을 대표하여 기업의 아이덴티티를 보여주고 미래 잠재 고객을 확보하기 위하여 기업의 비전을 투영하고 있는 기업홍보전시관의 상징성에도 불구하고, 국내의 기업홍보전시관의 연구추이를 살펴보면, 비단, 체험전시를 도입하여 진행한 연구뿐만 아니라, 기업홍보전시관 자체에 대한 연구 자료조차 턱없이 부족한 실정이다.
따라서 향후, 기업홍보전시관의 성공적인 운영과 활성화를 위해서는 기업홍보전시관에 대한 지속적이고 다양한 학문적 시도가 진행되었으면 하는 바람이다.

As the value-added knowledge service industry having high employment and income increase effect, increases in effect on the economy, the exhibition industry in the modern society is trying to develop the industry around the world.
In the past, corporate exhibitions focused on product promotion as a unique role, and although it has difficulties in establishing a close relationship with companies and consumers due to the characteristics of unilateral communication through radio, TV, and newspaper, today''s corporate PR exhibit, in addition to its own product promotion function, also serves as a new medium for communication through corporate and consumer communication activities by providing information, convenience facilities, and a multi-cultural space.
Korean companies are currently managing corporate exhibitions, memorials, and museums directly focused on the large-scale companies, making these a long-term communication platform to go beyond the point of short-term contact with consumers. In addition, companies have been providing online exhibition experiences recently through their websites and apps in the corporate publicity exhibition hall, which is operated by the company, and is now evolving into a form accompanied by the experience of visiting the exhibition.
However, there is a lack of awareness and research of corporate promotion exhibition halls, with insufficient empirical research on the effects.
With these challenges, this study has analyzed the relationship between satisfaction, brand equity, and behavior intention, verifying the mediating effects of satisfaction and brand equity in relation to exhibition experience and behavioral intention.
The relationship between exhibition experience, behavioral intention, satisfaction, and brand; the relationship between satisfaction and behavior intention; the relationship between brand equity and behavioral intention; and the relationship between brand equity and behavioral intention have all shown positive(+) effects. The relationship between exhibition experience and behavior intention, even the mediating effects of satisfaction and brand equity were observed to have positive(+) effects. The results of this study show that the exhibition experience may affect other factors that the company has in addition to the relationship variables presented in this study, as the exhibition experience with tangible and intangible assets of the company affects the behavior intention of the spectator.
The significance of the study highlights the analysis of the relationship between satisfaction and behavioral intention through the exhibition experience, and the results indicate that simple experience or viewing facilities must be avoided with an expected efficiency in the operation of the corporate promotion exhibition hall in addition to the company''s own assets. The results of the study suggest that the company’s product brand is exposed to consumers, and corporate product brands take effect very sensitively to consumers thus affecting their behavioral intentions.
Positive images of a product brand will lead to satisfaction and action, ultimately affecting the corporate sales growth, therefore, companies should pay close attention to product brand management.
Despite the research results described above, this study contains drawbacks and limitations.
First, this study selected the spectators and visitors as research subjects, and additionally, there is a limit to generalization in the region as it was limited to exhibition halls in metropolitans such as Seoul.
Second, this study extracted satisfaction and brand equity as factors influencing behavioral intentions. However, there are many other factors that influence behavioral intentions. Therefore, future research should focus on other factors that may influence the behavioral intention, conducting a more detailed study.
Finally, despite the symbolism of the corporate promotion exhibition hall, which represents the corporate vision to secure corporate identity and future potential customers, not only is this a research simply introducing the exhibition experience, but there is a lack of research data on the corporate promotion exhibition itself.

Ⅰ. 서 론············································································································1
1. 연구배경 및 연구목적 ·············································································1
2. 연구방법 및 연구내용 ·············································································4
3. 연구 흐름도·······························································································6
Ⅱ. 이론적 배경·······························································································7
1. 전시와 기업홍보전시관의 일반적 특성 ··············································· 7
가. 전시·······································································································7
나. 기업홍보전시관 ·················································································29
2. 전시체험 ···································································································52
가. 전시체험 ·····························································································52
나. Pine & Gilmore의 체험경제이론··················································56
3. 만족···········································································································74
가. 만족의 개념·······················································································74
나. 만족의 측정방법 ···············································································77
다. 만족에 관한 선행연구 ·····································································78
4. 브랜드자산 ·······························································································80
가. 브랜드자산의 개념···········································································80
나. 브랜드자산 구성요소 ·······································································82
다. 브랜드자산에 관한 선행연구 ·························································90
5. 행동의도 ···································································································91
가. 행동의도의 개념 ···············································································91
나. 행동의도 구성요소···········································································93
다. 행동의도에 관한 선행연구 ·····························································97
6. 선행연구의 고찰·····················································································98
가. 전시체험과 행동의도 간의 관계 ··················································· 98
나. 전시체험과 만족 간의 관계 ·························································100
다. 만족과 행동의도 간의 관계 ·························································101
라. 전시체험과 브랜드자산 간의 관계············································· 103
마. 브랜드자산과 행동의도 간의 관계············································· 104
바. 브랜드자산과 만족 간의 관계·····················································105
Ⅲ. 연구설계·································································································107
1. 연구 모형 및 가설 ···············································································107
가. 연구 모형·························································································107
나. 연구 가설 설정 ···············································································108
2. 변수의 조작적 정의 및 설문구성 ·····················································116
가. 변수의 조작적 정의········································································116
나. 설문구성 ···························································································123
3. 조사 설계 및 분석방법·······································································125
가. 조사목적 및 대상···········································································125
나. 조사기간과 방법 ·············································································125
다. 분석방법···························································································126
Ⅳ. 실증분석·································································································128
1. 표본대상의 일반적 특성·····································································128
가. 표본대상의 인구통계학적 특성··················································· 128
2. 연구변수에 대한 기술통계분석·························································131
3. 측정항목의 타당성분석과 신뢰도분석············································· 133
4. 상관관계분석·························································································136
5. 가설검증 ·································································································137
가. 전시체험과 행동의도의 관계·······················································137
나. 전시체험과 만족의 관계·······························································139
다. 전시체험과 브랜드자산의 관계··················································· 141
라. 만족과 행동의도의 관계·······························································145
마. 브랜드자산과 행동의도의 관계··················································· 147
바. 브랜드자산과 만족의 관계 ···························································149
사. 전시체험과 행동의도의 관계에서 만족의 매개효과 ··············· 151
아. 전시체험과 행동의도의 관계에서 브랜드자산의 매개효과······ 160
자. 브랜드자산과 행동의도의 관계에서 만족의 매개효과 ··········· 167
6. 가설검증 결과요약···············································································173
Ⅴ. 결 론········································································································175
1. 연구요약 및 연구시사점·····································································175
가. 연구요약···························································································175
나. 연구시사점 ·······················································································177
2. 연구의 한계 및 연구방향 ···································································178
가. 연구의 한계·····················································································178
나. 향후 연구방향 ·················································································179
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