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민화전시 관람동기가 만족도를 통해 행동의도에 미치는 영향
Author
나영, 소은혜
Journal Title
경영학연구
Publication Year
2017
Topics
Summary
This study empirically analyzed the effect of visiting motivation on behavioral intention in folk painting exhibitions. The results showed that relationship motivation fully mediated word-of-mouth intention, while escape motivation and competence motivation fully mediated revisit intention, and intellectual motivation and relationship motivation showed partial mediation effects. These findings provide implications for the practical application and marketing strategies of folk painting exhibitions as a cultural industry.
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문학과 영화 =
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안타고니즘 : 한중일의 문화심리학 =
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