국제 무역 박람회 참가자의 조직지원인식이 만족·몰입･지속적 참여의도에 미치는 영향

This study applies the concept of perceived organizational support to visitors of international trade fairs and empirically examines how their perceptions of the organizer’s support influence satisfaction, commitment, and continuous participation intention. Through this analysis, the study seeks to establish a theoretical framework explaining the behavioral intentions of trade fair visitors and to derive both theoretical and managerial implications that can guide exhibition organizers in developing strategies to enhance visitors’ perceived organizational support. Whereas prior research on perceived organizational support has largely focused on internal members within corporate settings—such as employees’ job performance, work attitudes, and organizational commitment—this study extends the scope of application by introducing the concept of welfare-oriented care services for exhibition visitors. By incorporating the notion of social welfare-based care services into the exhibition context, the research broadens the conceptual boundary of trade fair studies. Moreover, as one of the first attempts to apply a visitor care– based service framework to the exhibition industry, this study offers significant academic implications and proposes an integrative research paradigm for future MICE studies. Empirical results reveal that perceived organizational support exerts a significant positive effect on both satisfaction and commitment, and that satisfaction and commitment, in turn, have significant positive influences on visitors’ continuous participation intention. These findings empirically demonstrate that visitors’ perceptions of organizational support play a crucial role in shaping satisfaction, fostering commitment, and ultimately strengthening their intention to continuously participate in international trade fairs.