This research aimed at studying the role of self-enhancing imagery and self goal-achievement emotion in the effect of characteristics perceived at advertisements using multisensory cues on purchase intention. Sports shoes advertisement was selected as an empirical research object. Questionnaire survey method was used to collect data. ‘WenJuanXing’ site was used to make the questionnaire in Chinese, and it was loaded on WeChat and QQ. 260 participants from different regions of China participated in online questionnaire survey. The results of testing the hypotheses by structural equation model in Amos 21.0 program are summarized as followings. The congruency between multisensory cues and self-discrepancy awareness positively evoked the self-enhancing imagery and the self goal-achievement emotion. The object relevance between the consumer and the product advertised did not induce the emotion, but evoked the self-enhancing imagery. Both of the self-enhancing imagery and the self goal-achievement emotion had positive effects on the product purchase intention. When developing advertisement, marketers should focus on multisensory cues’ characteristics to enhance the self-enhancing imageries as well as to help feel the goal-achievement emotion. They should pay attention to the ways by which the multisensory cues’ characteristics used to develop advertisement can be perceived to be congruent with each other by consumers.

Purpose : The purpose of this study is to examine the effect of the attributes of mobile shopping apps on the purchase intention of fashion products in the steadily growing mobile commerce market and analyze the mediation effect of shopping flow. Research design, data and methodology : In this study, a survey was conducted on users in their 20s to 50s who had experience of fashion products via mobile shopping apps. The questionnaire was analyzed on the final 507. The research issues were verified using Frequency analysis, Exploratory factor analysis, Reliability analysis, Confirmatory factor analysis, and Structural equation model. Results : Among the attributes of mobile shopping apps, reliability, enjoyment and ease of use were found to have a significant impact on shopping flow and fashion product purchase intention, while shopping flow had a significant impact on fashion product purchase intention. Product diversity and usefulness of shopping apps didn’t show a significant effect. After examining the mediation effect, reliability, enjoyment, and ease of use were shown to have indirect effects by showing partial mediation effects. Conclusions : Studies show that consumers are not putting much emphasis on how diverse a product line is available and how useful a mobile shopping app is when they shop for fashion products on mobile devices. Factors that affect consumers’ purchase intention are reliability, enjoyment and ease of use of shopping apps. These results shows that it is important to provide reliable information about fashion products, provide reliability to customers by setting up means for safe transactions, and provide a wider variety of services and information to make using the mobile shopping app enjoyable. In addition, there is a need to make it easy to find a fashion product that consumers like and make it easy to purchase when consumers find out fashion products that they like, and to configure how to use the app easily. Consequently, consumers become immersed in shopping which is also able to improve consumers’ purchase intention on fashion products when a reliable, enjoyable and easy to use mobile shopping app is provided.

본 연구는 디지털미디어 시대 뉴 플랫폼 시장의 형성으로 폭발적인 성장을 하고 있는 브랜디드 콘텐츠 유형을 분류하여 콘텐츠노블티, 몰입, 적합성에 차이가 있는지 살펴보고, 브랜드 태도, 구매 의도 간의 구조적 관계를 살펴보고자 하였다. 연구 결과, 콘텐츠노블티와 몰입, 적합성은 모두 웹드라마, 뮤직비디오, 1인미디어 순으로 유의한 차이가 나타났다. 또한 콘텐츠 노블티, 적합성은 브랜드 태도에 유의한 수준으로 정(+)의 영향을 미쳤다, 반면 몰입은 브랜드 태도에 영향을 미치지 못하는 것으로 나타났다. 이러한 브랜드 태도는 구매의도에 정(+)의 영향을 미쳤다. 이러한 결과를 통해 브랜디드 콘텐츠를 제작하는 기업은 콘텐츠 자체로서 소비자들이 즐길 수 있도록 참신함과 즐거움, 공감을 불러일으킬 수 있는 웹드라마 형식의 콘텐츠를 제작하는 것이 마케팅 관점에서 유리할 것이라는 전략적 시사점을 제공하였다.

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

The paper aims to investigate the factors of brand equity affecting the purchase intention of car buyers in Ho Chi Minh City. The authors use qualitative method and quantitative research to study the matters, specifically using scales and data collected for Cronbach alpha reliability testing, analysizing the discovery factor of EFA, CFA and verifying the regression models through AMOS software with SEM linear modeling. The study proposes four factors: (1) brand awareness, (2) self-expression value, (3) perceived quality, (4) brand psychology impacting on the brand loyalty and intention to buy cars of customers. The results show that all four factors are statistically significant for positive brand loyalty and purchase willing. The results showed that brand loyalty positively affects consumers' intention to buy cars. Among the factors included in the study, the brand psychology is a new factor which developed by experts in the context of Vietnam. This is the first study in Vietnam to quantify clearly the element of "crowd psychology" affecting the interests and habits of Vietnamese consumers. This explains why Vietnamese consumers prefer brands that are familiar in the market and some new cars with nice models and colors suitable for Vietnamese psychology.

The study aims to investigate the effects of brand value in the oriental medicine cosmetics market, as perceived by consumers, on brand satisfaction, brand loyalty, and purchase intention. The subjects were Korean and Chinese female consumers, the primary consumers of oriental medicine cosmetics. A total of 615 sample surveys were analyzed from consumers who have experience using oriental medicine cosmetics. Out of the sample, 264 respondents had used Oriental medicine cosmetics for one to four years, 199 respondents for more than four years, and 108 respondents for three months to a year. Based on existing research, we categorized the value of oriental medicine cosmetics brands into four dimensions: emotional, social, functional, and epistemic values. Whether brand satisfaction and brand loyalty can be mediating factors in brand value influencing purchase intention was inspected through several hypotheses. As a result, except for the epistemic value factor, the brand value factors were found to have a positive effect on brand satisfaction and brand loyalty. In addition, emotional, social, and functional brand value factors influence purchase intention through brand loyalty, and it was found that brand loyalty is an important factor for oriental medicine cosmetics consumers, however mediator effects did not appear for brand satisfaction.

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

Purpose - This study aimed to identify the sub-dimensions of fashion social media quality (information quality, social quality, service quality, system quality) and investigate how they affect purchase intention through fashion information use behavior (information acceptance, information diffusion). Research design, data, and methodology – Data collection was carried out twice for systematic verification of the research model. In the first data collection, the reliability and validity of research variables were verified through 238 respondents and questionnaires were revised and supplemented based on their responses. In March 2018, the final survey was conducted from 755 respondents the age of 20 to 49. Using SPSS 23.0, descriptive statistics, exploratory factor analysis, correlation analysis were performed. In order to test hypotheses, structural equational modeling technique was employed using AMOS 23.0. Results - First of all, fashion Social media quality consists of four factors including information quality, social quality , service quality and system quality. Second, fashion Social media information quality, social quality , and system quality were shown to have a positive(+) effect on information acceptance behavior, and social quality , service quality and system quality were shown to have a positive(+) effect on information diffusion behavior. It was also determined that the acceptance and diffusion behaviors of fashion information through fashion Social media had positive(+) influence on purchase intention. Conclusions - This study holds academic significance in its identification of the components of fashion Social media quality and for conducting an empirical analysis on the causal relationship between fashion information acceptance and diffusion behaviors, and purchase intention. The results of this study indicate that fashion involvement is the key factors in determining the quality of Social media, the acceptance of information through Social media, and, by extension, the purchase of fashion products. Practitioners in the fashion industry may use the findings of this study in order to build more effective Social media strategy.

Product familiarity is vital to assess the purchase intention of consumers. In this study, a conceptual model was proposed to investigate the relationship among organic products familiarity, perceived value (measured by quality, emotional, price and social dimensions), and the purchase intention of students. The model was empirically tested using questionnaire survey data collected from 235 university students. The results reveal that organic products familiarity is positively associated with quality, emotional value, price value and social value. On the other hand, emotional value, price value and social value is also positively associated with purchase intention whereas quality shows insignificant relationship with purchase intention. Overall, the result shows students have positive outlook about their intention to purchase organic products.

본 연구는 전주한옥마을 관광객을 대상으로 독특성욕구에 따른 선호도와 구매의도에 미치는 구매 행동에 관한 연구를 토대로 전주한옥마을 음식관광의 방향을 제시하는데 목적이 있다. 표본의 인구통 계학적 특성 중 전주한옥마을은 30대가 가장 많이 방문하며, 한 달 수입이 201만 원 이상인 관광객이 가장 많은 소비를 하는 것으로 나타났다. 가설 검증을 위해 회귀분석을 실시하였으며 유사성회피는 전통비빔밥의 선호도에 부정적인 영향관계를 보였으나 독특한 비빔밥의 선호도는 독창적선택과 비대 중적선택에 긍정적인 영향관계가 있음을 검증하였고, 독창적선택과 유사성회피는 독특한 비빔밥의 구매의도에 긍정적인 영향관계가 있음을 검증하였다. 전통비빔밥의 선호도는 전통비빔밥의 구매의도에 긍정적인 영향관계를 보였으며, 전통비빔밥의 선호도와 독특한 비빔밥의 선호도는 독특한 비빔밥의 구매의도에 긍정적인 영향관계가 있음을 검증하였다.

경영학자 Schmitt(1999)는 상품의 마케팅 활동에 있어 그 목적에 대해 고객 체험을 창조하는 것이라 강조하였으며, 기획의 출발점을 체험적 욕구를 충족하는 것이라 주장하였다. 이렇듯 체험의 가치가 높아지는 문화적 현상에 따라 최근 4차 산업 의 중심 동력으로 부상하고 있는 VR(Virtual Reality, 가상현실)기술은 시공간의 제약으로부터 자유로울 수 있으며, 몰입도 높은 가상 체험을 제공한다는 장점으로 인해 체험형 마케팅의 주요 화두로 부상하고 있다. 이에 본 연구는 VR이 마케팅의 수단으로써 적용되었을 때, 이를 체험하는 고객의 브랜드태도와 구매의도의 변화를 연구하 는데 목적을 두고 있다. 실증적 분석을 위해 모 브랜드스토어에서 집행되었던 VR마케팅 사례를 실험대상으로 선정하여 온 라인을 통한 설문조사를 실시하였으며, VR마케팅을 Schmitt의 체험 요소에 대입하여 그 속성을 분류하고 이를 브랜드태도 및 구매의도 간 상관관계를 통해 분석하였다. 총 30문항으로 구성된 설문을 대상자 123명에게 조사하여, 그 결과 결측값을 제외한 94명으로부터 설문 데이터를 수집하였고, 이를 통해 현재 VR 마케팅이 고객의 브랜드태도 및 구매의도의 변화에 어떠한 영향을 미치고 있는지 확인할 수 있었다. 본 연구는 Schmitt의 체험이론을 통해 체험마케팅의 일종으로써 VR기술 의 마케팅적 가치를 최초로 분석한 연구라는 점에 의의가 있다. 모집단의 제한적 연령, 온라인 조사에 한정하여 현장 방문 후, 매체를 경험한 체험자를 대상으로 직접 설문을 진행하지 못한 한계가 있었음에도 불구하고 본 연구는 브랜드스토어의 VR마케팅 활용에 대한 이론적 이해의 틀을 마련하며 체험요소 강화를 위한 마케팅 전략 수립에 도움이 될 수 있을 것으로 기대한다.

This paper examines key determinants and the effect of country-of-origin on customer’s purchase intention of functional food and dietary supplement product in Vietnam. Exploratory study was identified to evaluate personal and social factors on customer’s buying behavior. Twenty-eight reflective constructs were adapted from literature and designed by using a seven-point Likert scale to facilitate measurement. By using non-probability convenience sampling, data was collected from a survey of 242 Vietnamese who have experienced in buying functional and supplement food. This paper employed partial least square structural equation modeling (PLS-SEM) as a technique employed to analyze the measurement and structural models. The findings provide evidence that social prestige customer perceives and their positive attitude toward functional food which are main factors influencing on consumers’ purchase intention. Customer’s perceived prestige plays an important role in decision-making process to purchase. The higher social prestige taken up in consumers’ mind, the higher consumers’ purchase intention is. Moreover, the more positive attitude customer holds toward functional food, the higher consumers’ purchase intention. The research results provide useful information in current understanding of what antecedents determine factors influencing customer’s intention to purchase functional food and lead to managerial implications for business strategies.

인터넷의 등장과 스마트폰의 빠른 보급으로 인하여 SNS 사용 인구가 증가하며 SNS를 통한 마케팅의 중요성이 점점 확대되었고, 다양한 분야에서 SNS 마케팅 활용성이 연구되고 있다. 본 연구는 국내 플라워샵의 SNS 마케팅 특성이 화훼디자인 상품에 대한 태도 및 구매의도 에 미치는 영향을 알아보고, SNS 특성과 구매의도와의 관계에서 화훼디자인 상품의 대한 소비자의 태도를 알아보고자 수행하였다. 본 연 구에서는 SNS 특성을 사용자의 관점으로 정보제공성, 상호작용성, 접근편의성, 신뢰성 4개의 요인으로 추출하였고, SNS 특성이 화훼디 자인 상품에 대한 태도 및 구매의도에 미치는 영향에 대해 설정한 9개의 가설을 토대로 설문지를 구성하였다. SNS의 이용실태에서는 SNS 의 사용여부를 묻는 질문에 91.2%의 응답자가 사용한다고 하였으며, 42.3%의 응답자가 1시간 미만의 SNS 사용시간이 가장 높은 빈도로 나타났다. 이용목적으로는 정보지식 습득 및 공유(36.1%)가 가장 높게 나타났다. 플라워샵의 SNS 활용특성의 하위범주(정보제공성, 상호 작용성, 접근편의성, 신뢰성) 모두 화훼디자인 상품에 대한 태도와 정의 상관관계를 나타냈으며, 화훼디자인 상품에 대한 태도는 구매의도 에 유의한 정의 영향을 미치는 것으로 나타나 화훼디자인 상품에 대한 태도가 긍정적일수록 구매의도가 높아지는 것을 알 수 있었다. 이와 같은 결과로 미루어 볼 때 플라워샵의 SNS 활용특성 중 정보신뢰성과 접근편의성에 의하여 화훼디자인 상품에 대한 긍정적인 태도가 형성 되었을 때 소비자의 구매의도에 영향을 미치는 것을 알 수 있었다. 따라서 화훼장식품의 구매의도를 높이기 위해서는 플라워샵의 SNS에 서 게시하는 게시물의 정보에 대한 신뢰성과 원하는 이미지와 정보를 보기 좋고 간편하게 이용할 수 있는 편의성을 강화하는 것이 중요하 다는 것을 알 수 있었다. 플라워샵의 SNS 활용특성의 하위요인들이 화훼디자인 상품에 대한 태도 및 구매의도에 미치는 영향을 알아보기 위해 다중회귀분석을 실시한 결과, 화훼디자인 상품에 대한 태도에 영향을 미치는 플라워샵의 SNS 활용특성의 하위요인을 살펴보면 신뢰 성(β=.354)이 가장 큰 영향을 미쳤으며 접근편의성(β=.319) 또한 브랜드 태도에 영향을 미치는 것으로 나타났다. 화훼디자인 상품의 구매 의도에 영향을 미치는 플라워샵의 SNS 활용특성의 하위요인에도 신뢰성이(β=.456) 가장 유의한 영향을 미치는 것으로 나타났다. 따라서 플라워샵의 SNS 활용특성이 화훼 디자인 상품에 대한 태도 및 구매의도에 긍정적인 효과를 높이기 위해서는 신뢰성과 접근편의성 요인을 강화해야 하는 것을 알 수 있었다.

management on corporate image and purchase intention. Research design, data, and methodology - The study employs monthly time series data from October 2013 to November 2013, analyzing variables to verify hypotheses. These concern three questions on marketing communication, five on public interest business activities, four on donation & sponsorship, two on donation & sponsorship activities, six on corporate image, four on volunteer service, and five on demographic characteristics. Results - Hypothesis 1, "Ethical management in marketing communication, public interest business, donation & sponsorship, and volunteer service positively affects corporate image," was partially adopted with significant regression of marketing communication, public interest business activity, and donation & sponsorship. Hypothesis 2, "Ethical management such as marketing communication, public interest business, donation & sponsorship, and volunteer service positively affects purchase intention," was partially adopted with significant regression of marketing communication and public interest business. Hypothesis 3, "Corporate image positively affects purchase intention," was adopted at significant regression. Conclusions - Ethical management influenced purchase intention and corporate image.

Purpose – The study aims to investigate empirically the effects of the flow of an Internet shopping mall upon consumers' revisit intention and purchase intention. Research design, data, and methodology – The subjects comprised customers of Internet shopping malls. SPSS 19.0 for Windows was used to verify the models and hypotheses. Frequency, factors, reliability, and regression analysis were used. Results – This study classified flow behavior factors of Internet shopping malls into four categories-skills, convenience, design, and mutual reaction-to investigate their influence on flow. Skills and convenience had a greater influence than mutual reaction and design. The flow was most influenced by convenience, followed by skills. Conclusions – First, the subjects comprised those who had made purchases at least once at an Internet shopping mall. Second, the study applied the common flow attributes of past researchers to the Internet shopping mall environment, to gauge customers' e-commerce involvement. Third, skill, convenience, and shopping mall display design affirmatively influenced the computer-mediated environment from the Internet marketing control implications perspective regarding the contents of the marketer’s website.

Purpose - This study investigated not only social network service (SNS) characteristics’ effects on continuous use intention and reliability, but also the effects of continuous use intention and reliability on purchase intention. Research design, data, and methodology - The subjects comprised 274 SNS users in their twenties. The research was conducted over three weeks from October 16, 2013 to November 6, 2013, using questionnaires. A total of 267 copies were collected; 255 copies were used after excluding unsuitable copies. Results - Marketers who used SNSs should establish a bi-directional community and SNS page information exchange. SNS marketers should exchange useful information quickly through SNS pages, to differentiate themselves from competitors. Enterprises should use SNSs for marketing, considering not only continuous use intention but also reliability, to elevate product purchase intention. Conclusions - The study had limitations. Most subjects were students aged 24 to 28 years; the findings cannot be generalized. Second, personal computers (PCs) and smartphones had similar influence. Third, the preferences and/or characteristics of each SNS type were not reflected in marketing.

Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers’awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results – The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions – Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.

본 연구는 중국에서 중요한 소비 계층으로 급성장하고 있는 중국 대도시의 대학생들을 대상으로 경제 발전, 교육수준, 제품품질, 기술연구, 생활수준, 민주 체제의 요소로 국가이미지를 측정하여 한국의 국가이미지가 중국 소비자의 식품, 의류패션, 생활용품, 음악제품, 자동차, 가전제품의 구매의향에 미치는 영향을 분석하였다. 실증분석 결과 국가이미지가 중국 소비자들의 제품별 구매의향에 영향을 미치는 것으로 나타났으며, 전자제품을 제외한 식품, 생활용품, 의류패션, 음악제품, 자동차 구매시 한국의 국가 이미지가 중국 소비자들의 구매행동에 미치는 영향은 있는 것으로 나타났다. 조사대상 표본 구성의 한계로 인해 본 연구의 일반화에는 주의가 필요 하나 국가이미지의 각 구성 요소가 제품구매에 영향을 미치고 있음을 발견하여 국가 차원에서의 국가이미지 구축 전략의 필요성을 확인하고, 또 각 기업들이 자체적으로 중국시장에서의 브랜드인지도를 높이기 위해 노력해야 한다는 점을 시사하고 있다는 점에서 본 연구는 의의가 있다고 할 수 있다.

고양 국제 꽃박람회의 관람 후 만족도가 화훼상품 구매의도에 미치는 영향을 일반 관람객에게 설문하여 분석한 결과, 꽃박람회를 통해 체험한 전시내용과 꽃박람회 내에서 판매되는 화훼 상품의 만족도는 일반인의 향후 화훼 상품의 구매의도 증가에 영향을 미친다는 결과를 알 수 있었다. 따라서 관람객의 다양한 요구를 만족시킬 수 있는 유익하고 효과적인 꽃박람회의 개최를 통하여 화훼 상품의 소비를 확대하려는 노력이 필요한 것으로 판단된다.