게임전시회를 통한 브랜드 경험이 방문객의 트랜스포테이션, 전시회 충성도 및 구매의도에 미치는 영향: G-star 관람객을 대상으로

This study was designed to answer the following four research questions. Firstly, it aims to identify optimal brand experience of G-Star game show and trade for inducing visitors' transportation. Secondly, it examines the relationship between transportation, convention loyalty, and purchase intention. Thirdly, it investigates the moderating role of visitors' involvement in the relationship between brand experience and transportation. Fourthly, it investigates the moderating role of consumers' innovativeness in the relationship between transportation and convention loyalty. Moreover, it examines the moderating role of consumers' innovativeness in the relationship between transportation and purchase intention. Based on the existing theoretical backgrounds, four brand experiences in convention were derived. The proposed conceptual model was empirically tested via a structural equation modeling analysis using data collected from 331 visitors. The study results show that three types of brand experience in convention are crucial factors in the formation of visitors' transportation. And transportation has positive effects on convention loyalty and purchase intentions. This study indicates that consumers' involvement moderates the relationship between behavioral brand experience and transportation. Consumers' innovativeness moderates the relationship between transportation and convention loyalty. The critical theoretical and managerial implications of findings are discussed in the article.