Abstract
This study attempted to understand convention attendees’ participation intention by adopting the Model of Goal-directed behavior(MGB) in a convention context. Specifically, attendees’ participation intention in a convention can be explained with an extended MGB including convention participation constraints and prior knowledge. The conceptual model in this study was designed based on a literature review and it was then tested empirically. The empirical investigation was done using a questionnaire distributed to 300 attendees who were attending a convention. The data collected from 278 of the questionnaires were suitable to be analyzed using SPSS and AMOS 20.0 programs. The results revealed that (1) Two convention participation constraints were identified using an exploratory factor analysis and their tow constraint factors (personal constraint and structural constraint) influenced attitude significantly. (2) Participants attitude, anticipated emotions and perceived behavioral control had impacts on desire significantly. (3) Subject norm, and desire had a significant effect on behavioral intention while perceived behavioral intention did not have impact on behavioral intention. (4) Prior knowledge had a significant impact on desire, but it had an insignificant effect on behavioral intention. Based on this research, important practical and academic implications were provided.
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