전시회 참가기업의 목표수준이 전시회 성과에 미치는 영향

• 영문명: Impacts of Exhibitors' Goal Level on Performance at Trade Shows: Mediating and Moderating Effects of Goal Commitment and Incentives
• 발행기관: 한국관광학회
• 저자명: 최정자
• 간행물 정보: 『관광학연구』제35권 제6호, 183~204쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.08.31

영문 초록

Participating in trade shows as exhibitors have been regarded an important marketing activity for many companies. However, there are still pros and cons among researchers on the effects of exhibitors' participating in trade shows. Based on the reviewed literature on a lack of exhibitors' goal setting before participating in trade shows, this study hypothesized the direct impact of exhibitors' goal level on performance at a trade show. It also hypothesized mediating and moderating effects of booth staff's goal commitment and incentives in the relationship between goal level and performance. Data were collected from 248 exhibit staff on the site of 10 international trade shows in 2009. Results from the regression analyses showed a strong support for the direct impact of goal level on performance, and a marginally partial support for the mediating effect of goal commitment. However, the data did not support for the moderating effect of incentives in the relationship between goal level and performance. Implications of the findings were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설의 설정

Ⅲ. 연구방법론

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

무역전시회 목표수준 목표몰입 성과보상 매개효과 조절효과 Trade show Goal level Goal commitment Incentives Mediating effect Moderating effect