Currently, Korean companies operate corporate promotion halls, memorial halls and museums, centering on large corporations, making them a place for long-term communication beyond the short-term contact with consumers. In addition, companies have provided recently virtual exhibition experiences through the homepage or apps to the corporate publicity exhibition halls, which are operated by the company, and are being developed in parallel with the existing exhibition experiences.Therefore, this study conducted an empirical analysis to find out the effect of the exhibit experience of the corporate publicity exhibition hall on the consumer behavioral intention with the subject of the visitors who have experienced the exhibition experience of the domestic corporate publicity exhibition hall. Followings are the implications for the results.The academic significance of this study is in that it investigated the relationship between satisfaction, brand assets, and behavioral intention through the exhibition experience in the corporate publicity exhibition hall by conducting empirical analysis of the relationship systematically. In addition, it is expected to be used as a practical basic material that can be more practical in producing exhibition experiences when newly opening a corporate publicity exhibition hall or remodeling an existing corporate publicity exhibition hall.

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This study is aimed to examine how the experience of visiting exhibition and virtual exhibition have an effect on experience satisfaction and purchase intention in order to suggest effective direction and development direction of corporate public relations exhibition hall. Through the examination, this study also aims to find out the way to secure potential customers and to raise corporate image and purchase behavior through the experience of exhibition hall for corporate public relations, which not only provides cultural services through advanced exhibition presentation techniques but also contributes to regional cultural development by offering cultural space. Therefore, this study empirically analyzed the effects of exhibition experience of corporate public relations exhibition hall on consumer purchase intention for visitors who have experienced domestic corporate public relations exhibition hall and virtual exhibition experience. Based on the results of the empirical analysis, the corporate promotion exhibition hall needs to develop exhibition presentations focusing more on aesthetic elements in experiential exhibition presentations in order to inspire the exhibition effect of visiting exhibition experiences. Also, for the exhibition effect of virtual exhibition experience, it is necessary to actively develop hardware and software focusing on accessibility and convenience of applications and homepage. Through this, the corporate public relations exhibition hall will be able to bring about the effect of communicating with customers, promoting products and promoting corporate image.

Recently, exhibition industries are becoming high value added service industries, with its high value in creating jobs and increasing income. Therefore, its effect on economy is getting bigger, and many nations around the world are making effort to develop their exhibition industries. However, the awareness and research about corporate marketing exhibition is insufficient, and the empirical study about its effect is also very lacking. As a result of analyzing, it has been found that amongst the four basic elements of exhibition experience, entertainment, educational, and deviating experience cause significant effect on the experience satisfaction. In addition, all of these three experience after off-line exhibition experience increased the experience satisfaction, and had a positive effect on the purchase intention. As a result, if the three factors were high, the purchase intention was also high.

This study subdivided the relationship between location characteristics and satisfaction of small business stores. For this purpose, it is necessary to understand small business owners and approach the study purpose from their viewpoints by combining the location characteristics of real estate. The purpose of this study is to classify the location characteristics of small business stores as the main factors of sales increase and to confirm whether each factor has a significant effect on customer satisfaction and intention to revisit. In addition, emphasizing the importance of customer satisfaction visiting small business stores will contribute to the income increase and development of small business stores in the future. Furthermore, this study was conducted to identify the differences in the impact of the location characteristics on customer satisfaction and revisit intention, and to suggest ways to secure the competitiveness of store operation by grasping customer satisfaction, customer's revisit intention, and the important matters necessary for preparing the opening and operation of the store. The empirical study confirmed the suitability of the questionnaire through previous studies and distributed 400 questionnaires to customers who are using small business stores in major cities in Korea recently, and 345 of them were used as the final analysis data. The collected questionnaire data was used as basic data for empirical analysis, and demographic analysis, descriptive statistical analysis, validity and reliability analysis, correlation analysis, and regression analysis were conducted using the statistical program SPSS. In addition, the analysis was conducted using Soble-Test to verify the mediating effect of customer satisfaction. Based on the results of the empirical statistical analysis, the study set the direction of the research of the follow-up studies along with the real meaning of the research results. As a result of hypothesis verification through regression analysis, location characteristics (conformability, accessibility, visibility) had a significantly positive (+) effect on revisit intention. Location characteristics (suitability, accessibility, and visibility) have a significant positive effect on customer satisfaction. Customer satisfaction had a significant positive effect on the intention to revisit. Customer satisfaction had a mediating effect on the relationship between location characteristics (conformability, accessibility, visibility) and revisit intention. The implications of this study are that suitability, accessibility, and visibility among location characteristics are very important factors for customers to open or transfer stores. Therefore, it is suggested that, in the process of opening a store, simple access to selling only goods should be avoided. Rather, prior knowledge of customer-oriented movement plans, product display, and sales items should be acquired. In addition, it means that the consideration of location characteristics and customer satisfaction should be done at the...