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Sustainability 2017, 9(6), 884; doi:10.3390/su9060884

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

1
College of Hotel & Tourism Management, Kyung Hee University, 26 Kyunghee-daro, Dongdaemun-gu, Seoul 02447, Korea
2
Department of Convention & Exhibition Management, Graduate School, Kyung Hee University, 26 Kyunghee-daro, Dongdaemun-gu, Seoul 02447, Korea
*
Author to whom correspondence should be addressed.
Academic Editor: Marc Rosen
Received: 21 March 2017 / Revised: 13 May 2017 / Accepted: 19 May 2017 / Published: 24 May 2017
(This article belongs to the Special Issue Mobile Technology and Smart Tourism Development)
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Abstract

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. View Full-Text
Keywords: mobile technology; exhibition; unplanned behaviour; booth Recommender system; goal framing theory mobile technology; exhibition; unplanned behaviour; booth Recommender system; goal framing theory
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Chung, N.; Koo, C.; Lee, K. Assessing the Impact of Mobile Technology on Exhibition Attendees’ Unplanned Booth Visit Behaviour. Sustainability 2017, 9, 884.

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