Understanding the Relationships among Perceived Conference Value, Satisfaction, and Behavioral Intentions = 컨퍼런스 참가자들의 지각가치, 만족도, 재방문 의도에 관한 연구

국문 초록 (Abstract)

본 연구의 목적은 학술학회 참가자들의 지각 가치(실용적 가치, 오락적 가치, 사회적 가치)가 만족도와 재방문 의도에 미치는 영향관계를 검증하는 것이다. 연구의 조 사는 참가자들이 지난 1년간(2012년 7월-2013년 6월) 최소한 한번 이상 학술학회를 참 가한 경험이 있는 307명을 대상으로 하였으며, 분석 방법은 구조방정식 모델을 적용하 여 PLS-SEM 분석 기법을 사용하였다. 분석 결과, 참가자들의 실용적 가치, 오락적 가 치, 사회적 가치는 만족도와 재방문 의도에 영향을 미치고, 참가자들의 만족도는 재방 문 의도에 영향을 미치는 것으로 밝혀졌다. 또한 참가자들의 오락적 가치가 실용적 가 치와 사회적 가치보다 만족도와 재방문 의도에 더 강하게 영향을 미치는 것으로 밝혀 졌다. 데이터 분석 결과를 바탕으로 하여 효과적인 학술학회 경영을 위한 시사점들이 논의되었다.

다국어 초록 (Multilingual Abstract)

The study investigated the relationships among value dimensions(i.e., utilitarian, hedonic, and social value), satisfaction, and behavioral intentions in academic association conferences. The data was collected from 307 faculty members in the United States who attended an academic association conference at least once within the past year. A theoretical model was proposed and then examined using PLS-SEM analysis. The results of data analysis indicated significant relationships among perceived conference value dimensions, satisfaction, and behavioral intentions. More specifically, the findings suggest that attendees consider hedonic aspects as a more important determinant when choosing an academic association conference than utilitarian and social values. Moreover, hedonic value affected attendee satisfaction and behavioral intentions more strongly than utilitarian and social aspects. These findings help understand conference attendee behavior, providing researchers and practitioners with insights into how effectively to design an academic association conference.

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