박람회 참관객의 Big 5 성격특성과 조직지원이 박람회 만족도에 미치는영향 : NFC 수용과 재미 가치의 매개적 역할을 중심으로

Helped by the accumulation of Information Technology (IT), the smart era is here. The tourism industry has beenquick to become part of the new era using smart IT. In particular, the exhibition and convention industry has begunto use near field communication (NFC), which allows visitors to have the experience of a smart exhibition. Theexperiences of visitors are primary in these industry. The usage experience of new IT could be affected by visitors'personalities and by organizational support. However, there is relatively little research that has explored it. Thus, thisstudy combined experiential value and big five personality theory, and empirically examined visitors' personalitiesand the organizational support for NFC, to test how these factors influence visitors’ satisfaction with an exhibitionthrough playfulness value and NFC satisfaction, when exhibition visitors used NFC. Through an onsite survey, thisstudy collected 395 samples from those using NFC in an exhibition and analyzed the data. The study found thatopenness, agreeableness, conscientiousness, and the organizer's support for NFC had an influence on NFCsatisfaction. Additionally, this NFC satisfaction had a significant effect on exhibition satisfaction. Based on theseresults, the theoretical implication is that this study explains the visitors’ NFC satisfaction and exhibition based onthe experiential value and big five personality theory. The practical guidelines is that there is a need in NFCcontents to reflect various visitors' personalities and the importance of organizational support.