Unplanned Behaviour of Exhibition Attendees and the Booth Recommender System: The Goal Framing Theory Perspective

Abstract

Our study of unplanned behaviour theory examines the effect of the booth recommender system (BRS) on the goals of exhibition attendees. Previous studies have overlooked the importance of the unplanned behavioural effectiveness of information technology (IT) devices for understanding motivation and delivering unexpected outcomes at exhibitions. In this paper, we distinguish several goal frames, including hedonic, gain, and normative goals, which contribute to the relationship between BRS use and unplanned boot visits. BRS use directly influences revisit intentions to an exhibition and contributes to unplanned booth visits. BRS use in an exhibition can contribute to attendees’ impulsive behaviour and can induce them to return to an exhibition. The results and implications are discussed.