Abstract
The digital proliferation and business innovation where ICT plays an important role in enhancing event experiences, has transformed the event industry to fundamentally deal with understanding the attendees' experience at events. The purpose of this study is to examine the factors that contribute to event technology usage among event attendees and how it influences them. A total of 202 sets of data were collected from the event management students in UiTM Puncak Alam through a convenience sampling approach from several online platforms. The results were analyzed using SPSS by conducting reliability analysis, correlation analysis, and regression analysis. The result of this study found that there was a significant relationship between memorable experiences, perceived value, and enjoyment of technology usage. The limitations, recommendations, and implications of the study were suggested for future research.
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