Effects of Exhibit Innovation and Visitors’ Innovativeness on their Behavior Intention: The Role of Innovation Acceptance

Abstract

Purpose - Despite the important role the exhibition industry has played in bringing innovative products and ideas related to the 4th Industrial Revolution in Korea, innovation acceptance has not been probed from the vantage point of visitors. There is also a perceived need to investigate whether either exhibit innovation or consumer innovativeness will impact on visitors’ innovation acceptance and behavioral intention. Thus, the purpose of this paper is to empirically examine the structural relationships among exhibit innovation and visitors’ innovativeness, innovation acceptance, and visitors’ behavioral intention. Specifically, this study verifies the mediating role of innovation acceptance between exhibit innovation and visitors’ innovativeness and their behavioral intention. Methodology - Using surveys, this research collected data from 267 exhibition visitors to WIS(World IT Show) 2018 held in COEX, Korea from May 23rd to May 26th, 2018. Findings - The result shows that while exhibit innovation influences innovation acceptance, only the hedonic factor of visitors’ innovativeness influences innovation acceptance which consists of usefulness and ease of use. The study result also proves the mediating role of usefulness in innovation acceptance between exhibit innovation and visitors’ behavioral intention. Research implications - This study offers practical insights and implications for both exhibition organizers and exhibitors to provide more opportunities for exhibition visitors to experience exh