Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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Effect of Online Convention Service Quality on Participant's Behavior Intention

온라인 컨벤션 서비스품질이 참가자 행동의도에 미치는 영향

  • June-Hee Yang (Department of Tourism, Event and Convention Management, Kyonggi University) ;
  • Byeong-Cheol Lee (Department of Tourism, Event and Convention Management, Kyonggi University)
  • 양준희 (경기대학교 관광이벤트국제회의학과) ;
  • 이병철 (경기대학교 관광이벤트국제회의학과)
  • Received : 2022.05.03
  • Accepted : 2022.06.28
  • Published : 2022.06.30
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Abstract

This study aims to develop online convention service quality and examine the effect of online convention service quality on re-participation intention in the same convention and other types of online conventions. Based on an extensive literature review, the study chose five main factors of online convention service quality: human service, program service, platform service, platform aesthetics, and interaction. A total of 284 data were collected from online convention participants from July 26 to August 6, 2021. For the hypotheses test, multiple regression analysis was used. As a result, interaction and program service quality had positive effects on re-participation intention in the same convention, but except for platform aesthetic, all factors positively affected re-participation intention in other types of online conventions. This study also found that online service quality factors are more helpful in predicting the intention of re-participation in other types of online conventions rather than re-participation in the same convention. Based on the results, theoretical and practical implications were discussed

Keywords

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