전시 참가업체의 참가가치와 사회적 네트워크간의 관계 연구

The objectives of this study are to find out what values must be pursued to achieve qualitative growth in the domestic exhibition industry and to attract more attendees to exhibitions, and to find out how these values affect the satisfaction level of exhibitors, the quality of relationships between exhibition organizers and participants, and relationship-oriented issues. This thesis analyzes how the variables related to the participation values of exhibitors, namely, the emotional value, the economic value, and the social value, affect their satisfaction level, the quality of their relationships with exhibition organizers, and relationship-oriented issues. In addition, the direct and indirect effects of these variables are also closely studied herein. After researching on the relationship between the exhibition participation value paradigm and the satisfaction level of exhibitors, it was found that the emotional, economic, and social values have a positive effect on the satisfaction level. Among these values, the emotional value showed the greatest effect, followed by the economic value and the social value. The emotional and economic values also showed positive effects on the quality of relationships between exhibition organizers and participants. Between these two factors, the economic value was found to have a more marked impact on the relationship quality. It was found that the social value does not play a significant role in this case. The overall satisfaction level of the companies that participate in exhibitions showed a positive effect on the quality of their relationships with exhibition organizers and on relationship-oriented features. It was also found that these companies’ level of satisfaction with exhibitions is more important to the relationship-oriented feature than to the relationship quality.