Exhibition Attendees Research Articles

전시회의 서비스품질 차원이 감정과 행동의도에 미치는 영향

Purpose - This study aims to analyze the impact of exhibition service quality (interaction, physical environment, outcomes) on the customer emotions and future behavioral intentions of participating companies in order to derive marketing implications. While previous research primarily focused on the perspective of exhibition attendees, this study emphasizes the importance of qualitative growth in MICE (Meetings, Incentives, Conferences, Exhibitions) services through a differentiated marketing strategy targeting participating companies. Specifically, it highlights the significance of the interaction with employees and the quality of outcomes obtained through exhibition participation in shaping customer emotions. Design/Methodology/Approach - This survey was collected from 281 participating companies in this study, and analysis was conducted based on the final 253 participating companies, excluding 28 participating companies that responded insincerely or did not respond. After coding the collected data, a structural equation model was analyzed using SPSS 27 and AMOS 22 programs. Findings - The results manifested in specific participation outcomes were found to influence consumer perceptual evaluations. Notably, by comparing the impact of regret, disappointment, and positive satisfaction on negative consumer behavior, attention is drawn to service quality factors influencing customer emotions. Research Implications - Through this, the study seeks to identify the key service quality elements and outcomes of customer emotions, prompting a discussion on the necessity of managing direct expressions of dissatisfaction, complaints, and negative word-of-mouth resulting from negative behavioral intentions.

What Got You through Lockdown?

What Got You through Lockdown?

To go or not to go? Exhibition attendees’ risk perception of COVID-19: Evidence from three Asian regions

The COVID-19 pandemic severely impacts the exhibition industry. It alters the travel behavior of potential exhibition attendees, whose risk perceptions of COVID-19 have become a central issue swaying the “to go or not to go.” Applying Elaboration Likelihood Model, this study investigated the relationship between SNS information quality and source credibility, exhibition attendees’ satisfaction, and behavioral intention. Moreover, the moderating role of the perceived risk of COVID-19 between satisfaction and behavioral intention was examined. Drawing upon 334 respondents from three Asian exhibition destinations (i.e., Mainland China, Macau, S.A.R., and Malaysia), this study found that the risk perception of COVID-19 positively moderates the relationship between satisfaction and behavioral intention. The results of this study provide theoretical and practical implications to the academics and practitioners of the exhibition industry.

Do Immersive Displays Influence Exhibition Attendees’ Satisfaction?: A Stimulus-Organism-Response Approach

One of the fastest-growing trends in the exhibition industry is the utilization of immersive technology displays which provide exhibition attendees with enhanced interactive and dynamic experiences. However, little is known about the relationship between immersive technology displays and exhibition attendees’ satisfaction. This study aimed to examine the relationship between exhibitors’ immersive displays and exhibition attendees’ satisfaction in relation to the Stimulus-Organism-Response (S-O-R) framework. Additionally, the study categorized immersive displays and compared them with exhibition attendees’ socio-demographics. An online questionnaire survey was used for data collection, and a series of statistical analyses were carried out. The results revealed that 75% of respondents reported positive experiences with immersive displays, and some attendees were more satisfied with some of the immersive displays. Implications of the study are discussed.

Impact of an Institutional Repository on Viewers’ Experiences of a Student Art Exhibition

Introduction: Since 2014, Boise State University’s institutional repository (IR) has included artwork from Bachelor of Fine Arts (BFA) exhibitions. This paper explores how the experience of viewing artwork at an in-person BFA exhibition differs from that of viewing an online representation of it, makes recommendations to increase viewer engagement with online representations of artwork, and suggests ways that online exhibitions can enhance in-person viewing. Method: The authors conducted two surveys, one of in-person exhibition attendees and one of online exhibition viewers. Fixed-answer results were analyzed quantitatively, whereas an inductive qualitative coding process was used to analyze survey comments. Results: In-person participants were more likely to view all the artwork, spend more time at the exhibition, and view individual artwork for longer. Online participants were more likely to view artists’ statements. Online survey participants who attended the in-person exhibition preferred the in-person exhibition. Discussion: Results point toward a need to increase online viewers’ engagement with exhibition artwork, many of them centered around improving the usability of the IR interface. Finally, several benefits of the online environment are noted. Conclusion: Although the online representation of the art exhibition in the IR is not a complete replacement for the in-person exhibition, it is a representation that the authors believe can positively influence a viewer’s experience of the BFA exhibition, whether they have viewed the in-person exhibition or not. Respondents’ comments in both surveys provided suggestions for improving the two exhibitions, as well as insights into how IR exhibitions enhance the in-person exhibition experience.

Environmental Beliefs and Pro-Environmental Behavioral Intention of an Environmentally Themed Exhibition Audience: The Mediation Role of Exhibition Attachment

Many scholars have focused on the role of exhibitions in business promotion, and numerous studies have been conducted. The exhibition may influence the audience’s behaviors through the dissemination of information and ideas, but few researchers have looked into this further. There is a distinct lack of research on the process of exhibition influencing people’s behavioral intentions. Based on the belief–emotion–norm theoretical model, this study integrates environmental beliefs, exhibition attachment, and an audience’s environmental behavior intentions into a research model to explain how the exhibition affects the audience. The Macau International Environmental Cooperation Forum & Exhibition attendees served as the research object in the current empirical study. The study’s findings suggest that audiences’ environmental beliefs may have a significant and positive impact on their attachment to environmentally themed exhibitions as well as their environmental behavioral intentions. This study also confirmed that attachment to exhibitions, a temporary space, can play an important mediating role between environmental beliefs and intentions to engage in pro-environmental behavior. The exhibition dependency, in particular, acts as a mediator between environmental beliefs and pro-environmental behavior intentions. Although the mediating effect of exhibition identity is insignificant, exhibition dependence–exhibition identity as a whole has a partial mediating effect in the process of influencing exhibition audiences’ environmental behavior. This research helps to improve our understanding of how environmentally themed exhibitions influence audience behavior. It also has implications for exhibition organizers in terms of better exhibition planning, more effective information transmission, and influencing audience behavior.

전시회 체험과 계획행동이론의 적용을 통한 참관객 행동에 대한 연구

전시회 체험과 계획행동이론의 적용을 통한 참관객 행동에 대한 연구

Examining the Relationship Among Experience, Perceived Value, and Satisfaction in Exhibitions

The purpose of this study is to evaluate the relationship among experience, perceived value, and attendance satisfaction in exhibitions. It used structural equation modeling (SEM) technique to examine the causal relationships and develop a structural model that identified the influencing dimensions of experience and perceived value on attendance satisfaction, both directly and indirectly. The results of structural equation modeling analyses uncovered significant relationships among experience, perceived value, and satisfaction. First, relatively important factors of both experience (i.e., entertainment, escapism, and education) and perceived value (i.e., emotional value, economic value, and social value) applied in the exhibition industry were discovered. Second, a clear experience–perceived value–satisfaction chain was confirmed, with direct and indirect effects. Third, the mediating role of perceived value between experience and attendance satisfaction was identified. Lastly, identifying the significant direct and indirect relationships between experience and perceived value can be the key to discovering marketing strategies of how to ultimately maximize satisfaction of exhibition attendees. The findings provide the opportunity to derive both theoretical and managerial implications.

컨벤션센터 서비스스케이프가 전시회 참관객의 만족과 행동의도에 미치는 영향 : 수원 컨벤션센터를 대상으로

컨벤션센터 서비스스케이프가 전시회 참관객의 만족과 행동의도에 미치는 영향 : 수원 컨벤션센터를 대상으로

An experience-attachment-loyalty model for exhibition attendees: the mediation effect of exhibition attachment

Exhibition attachment is a burgeoning yet still under-examined concept. However, the internal mechanism of the black box of whether and how attendees' on-site experience influences exhibition loyalty through exhibition attachment remains unexplored. Specifically, this study divides the attendees' experience into on-site activity and on-site service. Based on stimuli-organism-response (SOR) theory, the dynamics between on-site experience, exhibition attachment, and exhibition loyalty are examined. Data were collected at a major annual exhibition in China. The results show that: 1) on-site activity and on-site service are positively correlated; 2) on-site activity positively influences both exhibition dependence and exhibition identity, with a greater effect on exhibition identity than exhibition dependence; 3) on-site service positively influences exhibition dependence but not exhibition identity; 4) exhibition dependence positively influences exhibition identity; 5) both exhibition dependence and exhibition identity positively influence exhibition loyalty, while exhibition identity has a greater effect. Finally, theoretical and practical implications are discussed.

An experience-attachment-loyalty model for exhibition attendees: the mediation effect of exhibition attachment

Exhibition attachment is a burgeoning yet still under-examined concept. However, the internal mechanism of the black box of whether and how attendees' on-site experience influences exhibition loyalty through exhibition attachment remains unexplored. Specifically, this study divides the attendees' experience into on-site activity and on-site service. Based on stimuli-organism-response (SOR) theory, the dynamics between on-site experience, exhibition attachment, and exhibition loyalty are examined. Data were collected at a major annual exhibition in China. The results show that: 1) on-site activity and on-site service are positively correlated; 2) on-site activity positively influences both exhibition dependence and exhibition identity, with a greater effect on exhibition identity than exhibition dependence; 3) on-site service positively influences exhibition dependence but not exhibition identity; 4) exhibition dependence positively influences exhibition identity; 5) both exhibition dependence and exhibition identity positively influence exhibition loyalty, while exhibition identity has a greater effect. Finally, theoretical and practical implications are discussed.

Assessing the User Resistance to Recommender Systems in Exhibition

Under the paradigm shift toward smart tourism, the exhibition industry is making efforts to introduce innovative technologies that can provide more diverse and valuable experiences to attendees. However, various new information technologies have failed in a market in practice due to the user’s resistance against it. Since innovative technology, such as booth recommender systems (BRS), is changing, creating uncertainty among consumers, consumer’s resistance to innovative technology can be considered a normal reaction. Therefore, it is important for a company to understand the psychological aspect of the consumer’s resistance and make measures to overcome the resistance. Accordingly, based on the model of Kim and Kankanhalli (2009), by applying the perceived value, the technology acceptance model, and the status quo bias theory, this study focused on the importance of self-efficacy and technical support in the context of using BRS. To do this purpose, a total of 455 survey data that was collected from “Korea franchise exhibition” attendees were used to analyze the proposed model. Structural equation modeling was applied for data analysis. The result shows that perceived value was affected by relative advantage and switching cost, also switching cost reduced the perceived value. However, self-efficacy reduced the switching cost, thereby decreasing the resistance of exhibition attendees. In addition, technical support increased the relative advantage switching cost and the perceived value. Exhibition attendee’s resistance was significantly negatively affected by perceived value, and positively affected by switching cost. The results will provide balanced viewpoints between the relative advantage and switching cost for exhibition marketers, helping to strengthen the competitiveness in terms of sustainable tourism of exhibition.

Assessing the Impact of Mobile Technology on Exhibition Attendees’ Unplanned Booth Visit Behaviour

This study examines the effect of the booth Recommender system (BRS) embedded in a mobile device on the goals of exhibition attendees, based on two main theories that are unplanned behaviour and goal frame theories. Previous studies have overlooked the importance of the unplanned behavioural effectiveness of IT devices for understanding motivation and delivering unexpected outcomes at exhibitions. The BRS offers customized, personalized, and advanced information to attendees; experiences with the BRS lead to unplanned behaviour. In this paper, we distinguish several goal frames, including hedonic, gain, and normative goals, which contribute to the relationship between continued BRS use and unplanned booth visits. Continued BRS use directly influences revisit intentions to an exhibition and contributes to unplanned booth visits. We analysed data from 508 attendees at a franchise exhibition using structural equation modelling (SEM) method. Our research empirically determined that goal framing theory and unplanned behaviour via continued BRS use embedded in a mobile device are connected. Continued 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.

A Study of Exhibition Service Quality, Perceived Value, Emotion, Satisfaction, and Behavioral Intentions

This study aims at identifying the dimensions of exhibition service quality and examines the interrelationships among exhibition service quality, perceived value, emotions, satisfaction, and behavioral intentions for exhibition attendees. Data were collected using a convenience sample of 596 attendees who were leaving the 4th Macau International Education Expo (MIEE) in the Venetian Macau Resort Hotel. The findings indicate that there are 4 primary dimensions and 13 subdimensions of exhibition service quality perceived by exhibition attendees. The results of this study will assist exhibition management in developing and implementing market-orientated service strategies to increase exhibition service quality, enhance satisfaction, and create favorable future behavioral intentions.

전시회 참관객의 인구통계적 특성과 참가 특성에 따른 정보매체 이용 차이에 관한 연구 : 2016 부산 홈테이블 데코 페어를 중심으로

전시회 참관객의 인구통계적 특성과 참가 특성에 따른 정보매체 이용 차이에 관한 연구 : 2016 부산 홈테이블 데코 페어를 중심으로

Socioeconomic Determinants of Exhibition Attendees’ Expenditure in Daejeon

Socioeconomic Determinants of Exhibition Attendees’ Expenditure in Daejeon

Analyzing the motivation, perceived performance, and satisfaction of exhibition attendees

This study examined exhibition attendee motivations and assessed the relationships between exhibition performance evaluation and customer satisfaction. In order to achieve the objectives of this research, questions regarding the critical underlying features of exhibition performance were answered by exhibition attendees. The results indicated that there are three important dimensions of exhibition motivation: (1) information resources, (2) educational benefits, and (3) activities and opportunities. Furthermore, the relationships between attendees’ evaluation of exhibition performance and satisfaction were investigated. The findings of the relationships between the three factors of exhibition performance evaluation and attendee satisfaction suggested the following: only information resources and educational benefits, and not activities and opportunities, significantly influenced attendee satisfaction. The findings of this research are useful for exhibition managers and practitioners for professionally managing exhibitions, enhancing exhibition marketing strategies, and providing a better performance of exhibitions in order to develop the exhibition industry. Further, theoretical and managerial implications are also presented.

전시박람회 참관객의 행동의도 예측력 비교 - 관계품질과 서비스스케이프를 중심으로 -

The purpose of this study is to compare two competing models predicting exhibition attendees’ behavioral intention. Based on literature review, relational quality and servicescape were selected as antecedents influencing behavioral intention. To find a better model, the study compared explanatory power(R-square) and effect size of relational quality and servicescape on behavioral intention. Servicescape was divided into four main components: convenience, ambient, attractiveness and human. For relational quality, commitment, satisfaction and trust were chosen as main factors. A total 320 samples was collected from attendees in 2014 Baby Expo. As results, Relational quality showed a better explanatory power in explaining behavioral intention than servicescpae. In terms of the magnitude of effect, satisfaction as one of relational quality’s main factors showed biggest impact on behavioral intention. Thus, this study suggested when predicting behavioral intention, relational quality provide a better result than servicescape.

Finding a Better Model Predicting Exhibition Attendees’ BehavioralIntention : Focusing on Relational Quality and Servicescape

Finding a Better Model Predicting Exhibition Attendees’ BehavioralIntention : Focusing on Relational Quality and Servicescape

Big 5 성격특성에 따른 NFC서비스 사용자 시장세분화

This study assumes that exhibition attendees’ cognition, attitude and behavior towards use of cutting-edge information technology newly adopted in the Cosmetics and Beauty Expo in Osong Korea 2013, may differ according to attendees' personality characteristics. This study therefore attempts to segment the exhibition attendees using cluster analysis based on the Big Five-Factor model. Three segments were identified: passive, neurotic, and an active attendees group, furthermore significant differences in terms of cognition, attitude and behavior toward NFC were observed. Among these three segments, especially the neurotic attendees group shows the highest level of complexity and resistance towards using NFC, even though this group perceives usefulness of NFC and visited the booth due to the information from NFC. Based on these results, this study recommends that exhibition marketers who plan to adopt NFC within their exhibitions to target the neurotic attendees segment.