An examination of determinants of trade show exhibitors’ behavioral intention

Abstract

Purpose Applying stakeholder theory in the trade show industry, this paper aims to examine the effects of the key stakeholders’ perceptions on trade show exhibitors’ positive behavioral intention. Design/methodology/approach This study used a 46-item measurement scale on exhibitors’ satisfaction to predict positive behavioral intention. Three dimensions were proposed to account for three key stakeholders in the trade show industry: satisfaction with self-performance, satisfaction with organizers and satisfaction with visitors. Data were collected from 594 exhibitors at three trade shows. Findings This study found that satisfaction with self-performance, satisfaction with organizers and satisfaction with visitors are significantly and positively related to exhibitors’ positive behavioral intention. All three dimensions in combination explained approximately two-thirds of the variance in exhibitors’ positive behavioral intention. Research limitations/implications This study introduced a new way of predicting exhibitor’s positive behavioral intention. Satisfaction with organizers was found to be the dominant predictor of exhibitors’ positive behavioral intention, which challenges the notion that exhibitors attend trade shows only for sales activities. Practical implications Trade show organizers and exhibitors could use the three determinants as a diagnostic tool for future improvement and benchmark their performances across different time periods and/or against their competitors. Originality/value Although the three key stakeholder types have been studied previously, the factors that theoretically lead to exhibitors’ positive behavioral intention have not been simultaneously addressed. For the first time, the model proposed in this study showcased the importance of considering all three key stakeholders when studying exhibitors’ positive behavioral intention.