The Roles of Perceived Innovativeness in Creating Visitors’ Citizenship Behaviors at an International Game Exhibition
Abstract
:1. Introduction
2. Theoretical Background
2.1. Innovativeness
2.2. Service Quality
2.2.1. The Servicescape
2.2.2. Booth Staff Service
2.2.3. Core Service
2.3. Innovativeness and Customer Citizenship Behavior toward other Visitors and toward the Game Exhibition
2.4. The Moderating Role of Membership
3. Materials and Methods
3.1. The Research Setting
3.2. Measures
3.3. Data Collection and Analysis
4. Results
4.1. Demographic Profiles
4.2. The Measurement Model
4.3. The Structural Model
4.4. The Moderating Effects of Membership
5. Discussion and Conclusions
6. Limitations and Suggestions for Future Research
Author Contributions
Funding
Conflicts of Interest
References
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Characteristics | Categories | n | % |
---|---|---|---|
Gender | Male | 181 | 71.0 |
Female | 74 | 29.0 | |
Education level | High school diploma | 106 | 41.6 |
Some college | 37 | 14.5 | |
Bachelor’s degree | 102 | 40.0 | |
Graduate degree | 10 | 3.9 | |
Occupation | Company employee | 29 | 11.4 |
Professional | 18 | 7.1 | |
Student | 155 | 60.8 | |
Government employee | 7 | 2.7 | |
Other | 46 | 18.1 | |
Age (Mean age: 25 years old) | 20–24 | 153 | 60.0 |
25–29 | 63 | 24.7 | |
30–34 | 25 | 9.8 | |
35 and above | 14 | 5.5 |
Item | CFA Loading |
---|---|
Servicescape (Cronbach α = 0.760) | |
Physical facilities of G-STAR 2014 (hereafter “G-STAR”) are visually attractive. | 0.781 |
Employees of G-STAR have a neat and well-dressed appearance. | 0.605 |
Physical facilities of G-STAR are in accordance with the type of service provided. | 0.783 |
Booth staff service (Cronbach α = 0.744) | |
I receive prompt attention from employees of G-STAR. | 0.715 |
Employees of G-STAR are always willing to help me. | 0.732 |
Employees of G-STAR are never too busy to respond to my requests. | 0.762 |
Employees of G-STAR are polite. | 0.702 |
Core service (Cronbach α = 0.785) | |
The core service of G-STAR suits my needs. | 0.725 |
The core service of G-STAR is reliable. | 0.786 |
The core service of G-STAR is of high quality. | 0.728 |
Innovativeness (Cronbach α = 0.868) | |
G-STAR is dynamic. | 0.745 |
G-STAR is creative. | 0.776 |
G-STAR consistently launches innovative new products (e.g., new technologies and games) and leads game industry trends. | 0.750 |
G-STAR is a pioneer in technological innovation and the adoption of new technologies. | 0.799 |
G-STAR is a forward-looking firm. | 0.710 |
Citizenship behaviors toward other visitors (Cronbach α = 0.834) | |
I assist friends/other visitors in finding products and services at G-STAR. | 0.852 |
I teach someone how to use the services of G-STAR correctly. | 0.723 |
I explain to other visitors how to use the services of G-STAR correctly. | 0.793 |
Citizenship behaviors toward the exhibition (Cronbach α = 0.829) | |
I make constructive suggestions to G-STAR on how to improve its services. | 0.816 |
I give G-STAR my full cooperation. | 0.787 |
I say positive things about G-STAR to others. | 0.760 |
Membership (Cronbach α = 0.889) | |
I think I am a valuable visitor of G-STAR. | 0.750 |
I think I am an important visitor of G-STAR. | 0.797 |
I like other visitors of G-STAR. | 0.790 |
I feel other visitors of G-STAR are my close friends. | 0.807 |
I feel a strong sense of belonging to G-STAR. | 0.783 |
Constructs | Mean (SD) | AVE | 1 | 2 | 3 | 4 | 5 | 6 | |
---|---|---|---|---|---|---|---|---|---|
1 | Servicescape | 3.813 (0.770) | 0.529 | 0.794 a | 0.636 b | 0.736 | 0.726 | 0.607 | 0.620 |
2 | Booth staff service | 3.698 (0.778) | 0.530 | 0.404 c | 0.830 | 0.664 | 0.629 | 0.601 | 0.518 |
3 | Core service | 3.579 (0.776) | 0.558 | 0.541 | 0.440 | 0.814 | 0.686 | 0.643 | 0.591 |
4 | Innovativeness | 3.729 (0.767) | 0.572 | 0.527 | 0.395 | 0.470 | 0.881 | 0.740 | 0.728 |
5 | Citizenship behaviors toward other visitors | 3.679 (0.844) | 0.628 | 0.368 | 0.361 | 0.413 | 0.547 | 0.843 | 0.820 |
6 | Citizenship behaviors toward the exhibition | 3.636 (0.862) | 0.621 | 0.384 | 0.268 | 0.349 | 0.529 | 0.674 | 0.830 |
Path | Standardized Estimate | t-Value | Result | |||
---|---|---|---|---|---|---|
H1 | Servicescape | → | Innovativeness | 0.406 | 3.897 | Supported |
H2 | Booth staff service | → | Innovativeness | 0.214 | 2.551 | Supported |
H3 | Core service | → | Innovativeness | 0.278 | 2.636 | Supported |
H4 | Innovativeness | → | Citizenship behavior toward other visitors | 0.806 | 10.805 | Supported |
H5 | Innovativeness | → | Citizenship behavior toward the exhibition | 0.792 | 10.173 | Supported |
Path | High Membership Group (n = 102) | Low Membership Group (n = 153) | Baseline Model | Nested Model | ||
---|---|---|---|---|---|---|
Std. Estimate | t-Value | Std. Estimate | t-Value | |||
Innovativeness → Citizenship behavior toward other visitors | 0.905 | 9.459 * | 0.569 | 4.964 * | χ2(362) = 587.192 | χ2(363) = 592.699 |
Innovativeness → Citizenship behavior toward the exhibition | 0.895 | 9.091 * | 0.582 | 4.663 * | χ2(362) = 587.192 | χ2(363) = 590.795 |
Chi-square difference test: | ||||||
H6a. Δχ2(1) = 5.507, p < 0.05 (Significant; supported) | ||||||
H6b. Δχ2(1) = 3.603, p > 0.05 (Insignificant; not supported) |
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Choi, S.; Ahn, Y.-j.; Kim, I. The Roles of Perceived Innovativeness in Creating Visitors’ Citizenship Behaviors at an International Game Exhibition. Sustainability 2020, 12, 4950. https://doi.org/10.3390/su12124950
Choi S, Ahn Y-j, Kim I. The Roles of Perceived Innovativeness in Creating Visitors’ Citizenship Behaviors at an International Game Exhibition. Sustainability. 2020; 12(12):4950. https://doi.org/10.3390/su12124950
Chicago/Turabian StyleChoi, Sooyoung, Young-joo Ahn, and Insin Kim. 2020. "The Roles of Perceived Innovativeness in Creating Visitors’ Citizenship Behaviors at an International Game Exhibition" Sustainability 12, no. 12: 4950. https://doi.org/10.3390/su12124950