The Influence of Servicescape and Human Service of Exhibition on the Visitor’s Flow and Revisit Intention

Abstract

Background/Objectives: In order to improve the visitors Flow and revisit intentionexhibition began to introduce IT technology. However, there is a lack of research on whether actual IT technologies and human service affect the Flow and revisit intention of visitors. Therefore, this study is to examine the effect of servicescape and human service of exhibition, including IT technology, on the Flow and revisit intention of visitors. Methods/Statistical analysis: We conducted survey from March 31 to April 4, 2017 at the Seoul Motor show in KINTEX, which is the exhibition that applied IT technology such as Virtual reality and VR experience zone. Totally, 268 questionnaires were used. For the evaluation of hypothesis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using the statistical program SPSS 22.0. Findings: Functionality, Electronic display, and Human service have positive effects on visitors Flow. Also every factors of servicescape (Functionality, Electronic display, Cleanliness), Human service and visitors Flow have positive effects on the Revisit intention. These results means that IT technology significantly affect to the visitors flow and revisit intention. And cleanliness is affect to the revisit intention but not significantly affect the visitors Flow. It means the exhibition context is more important than the cleanliness of the facility. Improvements/Applications: This study is meaningful by confirming that the introduction of human services and IT technologies in the exhibition industry, which has been insufficiently studied until now, actually affects the Flow and revisit intention of visitors.