A Study on the Influences of Exhibition Experience, Satisfaction, Brand Assets and Behavioral Intention

Abstract

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.

Factors Affecting Viewers' Satisfaction In Virtual Art Exhibition

“…It shows that art exhibition activity is necessary to fulfil the satisfaction of human behaviour. According to Ju (2020), satisfaction is a complicated concept that refers to the degree to which fundamental human needs are motivated by the Latin words "SARIS" and "FACERE", as discussed in behaviour and the lexical word meaning 'completion'. Viewer's satisfaction is the overall concept of evaluating a virtual exhibition.…”