전시회 참가기업의 목표수준이 전시회 성과에 미치는 영향 - 목표몰입(goal commitment)의 매개효과와 성과보상(incentives)의 조절효과 - = Impacts of Exhibitors' Goal Level on Performance at Trade Shows: Mediating and Moderating Effects of Goal Commitment and Incentives

국문 초록 (Abstract)

현재까지 목표수준과 성과 간의 관계에 대한 연구는 많이 진행되었지만, 목표와 성과 간의 관계를 조절하거나 매개하는 변수에 관한 연구는 제한적으로 수행되었고, 연구결과의 일관성이 부족한 실정이다. 전시회 참가기업의 전시회 성과에 대해서는 찬반이 양립되고 있고, 전시회 참가기업들의 목표설정이나 부스운영요원에 대한 교육 및 홍보 등 사전계획 부족이 이러한 전시회 성과에 부정적 영향을 미친다는 문헌연구를 토대로 전시회 참가기업의 목표수준이 전시회 성과에 미치는 직접적인 영향관계와 참가기업의 목표수준이 전시회 성과 간의 관계에서 목표몰입과 성과보상의 매개효과와 조절효과를 검증하고자 하였다. 연구의 목적달성을 위해 국제전시회 참가기업의 부스운영요원을 대상으로 255부의 설문지를 수거해서 답변이 충실하지 않은 7부를 제외하고 248부를 데이터분석에 사용하였다. 분석결과 전시회 참가기업의 목표수준과 전시회 성과 간 직접적인 영향관계에 대해서는 가설이 채택되었지만, 목표몰입에 대해서는 가설이 제한적으로 부분매개효과를 검증하였으며, 성과보상은 조절효과는 없는 반면, 독립변수로서의 주효과가 있는 것으로 나타났다. 끝으로, 이러한 연구결과를 토대로 실무적인 시사점이 논의되었다.

다국어 초록 (Multilingual Abstract)

Participating in trade shows as exhibitors have been regarded an important marketing activity for many companies. However, there are still pros and cons among researchers on the effects of exhibitors' participating in trade shows. Based on the reviewed literature on a lack of exhibitors' goal setting before participating in trade shows, this study hypothesized the direct impact of exhibitors' goal level on performance at a trade show. It also hypothesized mediating and moderating effects of booth staff's goal commitment and incentives in the relationship between goal level and performance. Data were collected from 248 exhibit staff on the site of 10 international trade shows in 2009. Results from the regression analyses showed a strong support for the direct impact of goal level on performance, and a marginally partial support for the mediating effect of goal commitment. However, the data did not support for the moderating effect of incentives in the relationship between goal level and performance. Implications of the findings were discussed.

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