부산국제영화제 참가자의 가치공동창출행동이 축제만족, 브랜드자산 및 행동의도에 미치는 영향에 관한 연구

This study empirically explored the effect of value co-creation behavior on participants' satisfaction, brand assets, and future behavioral intentions for the Busan international film festival. The survey results came from a total of 301 participants who had visited the BIFF in 2022. Data analyses included descriptive statistics, factor analysis, reliability analysis, confirmatory factor analysis, and structural equation model( SEM) with SPSS 26.0 and AMOS 26.0 programs to investigate the study hypotheses. Exploratory factors for this study constructs were identified as information seeking, responsible behavior, personal interaction, and information sharing for value co-creation behavior, satisfaction, quality and value for brand assets, and behavioral intentions. The results for the paths of hypotheses were as follows. First, it was found that information seeking, personal interaction, and information sharing of value co-creation behavior, excluding responsible behavior, had a positive effect on festival satisfaction. Second, information seeking, responsible behavior and information sharing had a positive effect on brand quality. Information seeking, responsible behavior, personal interaction, and information sharing of value co-creation behavior had a positive effect on brand value. In addition, both festival satisfaction and brand assets were found to contribute to behavioral intention. This study contributes to the development of knowledge regarding the application of the concept of customer value co-creation and brand assets to film festivals. The more personal interaction for SNS activities there is, the better the participants’ satisfaction and brand assets. Brand assets and participation satisfaction positively influence behavioral intention.