이벤트 체험의 효과 과정에서 관여와 기대, 만족의 역할에 관한 연구

초록

Recently, many companies have been offering consumers the opportunity to experience their products or brands through events and sponsorships. This kind of marketing stimulates the target consumers and satisfies their desires. Therefore, the events and sponsorships as a marketing communications are effective in leading consumers to build positive attitudes toward products, brands and the company itself. Further on, consumers relate the experience and impression gained through these events to their desires and expectations. In the end, consumers associate the experience it self with the product and brand. This kind of marketing is a cost efficient method of effectively and naturally leading a positive response from consumers. Therefore, if a company asses that their brand and product are not well recognized by consumers, holding an event to experience the brand or service will prove effective in creating positive consumer awareness and loyalty. In order to demonstrate the effect of event marketing in building consumer perception,this study used the case of an event called "Korean Cattle Ranch Experience."Results of study are as follows. First, using consumer experience as the basis, the event marketing have a great effect on consumer' attitude after event than before. Second, the consumer's attitude of product and involvement of product have led the effect of interact. Third, having experienced the Korean Cattle Ranch have led the newly formed consumer perception on product interest, intent to purchase and the likelihood to recommend the product to others. The results of this study will not only demonstrate how an event is a powerful marketing tool, but also provide an effective guide to improving future marketing communication.

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