The Effect of Visit Exhibition Experience and Virtual Exhibition Experience on Experience Satisfaction and Purchase Intention

Abstract

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.