전시박람회 참관객의 행동의도 예측력 비교

The purpose of this study is to compare two competing models predicting exhibition attendees’ behavioral intention. Based on literature review, relational quality and servicescape were selected as antecedents influencing behavioral intention. To find a better model, the study compared explanatory power(R-square) and effect size of relational quality and servicescape on behavioral intention. Servicescape was divided into four main components: convenience, ambient, attractiveness and human. For relational quality, commitment, satisfaction and trust were chosen as main factors. A total 320 samples was collected from attendees in 2014 Baby Expo. As results, Relational quality showed a better explanatory power in explaining behavioral intention than servicescpae. In terms of the magnitude of effect, satisfaction as one of relational quality’s main factors showed biggest impact on behavioral intention. Thus, this study suggested when predicting behavioral intention, relational quality provide a better result than servicescape.