전시박람회 관람동기가 참여제약, 몰입, 관람만족 및재방문의도에 미치는 영향 연구

This study aims to explore in-depth the impact of exhibition visitors' attendance motivationon participation constraints, flow, satisfaction, and revisit intention. In particular, this study analyzes which factors effectively promote flow among various motivations for visiting exhibitions and identifies the mediating role of participation constraints. Existing exhibition research has mainly focused on the relationship between service quality and visitor satisfaction. On the other hand, this study aims to comprehensively present the effects of attendance motivation and participation constraints on visitors' flow, and the psychological and behavioral mechanisms by which flow leads to satisfaction and revisit intention. To this end, an empirical analysis was conducted on 361 visitors to 'Semicon Korea 2025', the largest semiconductor exhibition in Korea. The results showed that among the motivations for visiting the exhibition, purchase/side event participation and information-seeking motivations had a significant positive effect on flow. Participation constraints were found to mediate the relationship between attendance motivation and flow. In addition, flow was found to have a direct and positive effect on attendee satisfaction and revisit intention.