Assessing the Impact of Mobile Technology on Exhibition Attendees’ Unplanned Booth Visit Behaviour
Abstract
:1. Introduction
2. Theoretical Background
2.1. Goal Framing Theory
2.2. Unplanned Behaviour Theory
3. Research Model and Hypotheses
3.1. Perceived Enjoyment
3.2. Perceived Usefulness
3.3. Threats to Freedom of Choice
3.4. Continued BRS Use, Unplanned Booth Visits, and Revisit Intentions at Exhibitions
4. Research Methodology
4.1. Instrument Development
4.2. Data Collection
5. Data Analysis and Results
5.1. Confirmatory Factor Analysis
5.2. Hypothesis Testing
6. Discussion and Conclusions
Acknowledgments
Author Contributions
Conflicts of Interest
References
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Constructs and Variables | Loadings | CR b | AVE c | α | |
---|---|---|---|---|---|
Perceived Enjoyment | 1. I had fun using the booth Recommender service. | 0.894 | 0.927 | 0.761 | 0.926 |
2. The booth Recommender service was entertaining for me. | 0.901 | ||||
3. I enjoyed the booth Recommender service. | 0.888 | ||||
4. The booth Recommender service was not boring. | 0.802 | ||||
Perceived Usefulness | 1. Using the booth Recommender service enables me to find a desired booth more quickly. | 0.926 | 0.905 | 0.762 | 0.901 |
2. Using the booth Recommender service enables me to find a desired booth more easily. | 0.898 | ||||
3. Using the booth Recommender service is helpful for the show experience. | 0.788 | ||||
Threats to Freedom of Choice | 1. The booth Recommender service limits me in finding an exhibition booth. | 0.780 | 0.903 | 0.758 | 0.901 |
2. The booth Recommender service makes it inconvenient for me to find an exhibition booth. | 0.943 | ||||
3. The booth Recommender service bothers me in finding the exhibition booth. | 0.881 | ||||
Continued BRS Use | 1. I continuously used the booth Recommender service. | 0.872 | 0.911 | 0.773 | 0.909 |
2. The booth Recommender service continuously helped me to find booths easily. | 0.920 | ||||
3. The booth Recommender service continuously fulfilled my expectations. | 0.844 | ||||
Unplanned Booth Visits | 1. I visited an unplanned booth through the booth Recommender service. | 0.679 | 0.878 | 0.645 | 0.874 |
2. I spontaneously visited a booth through the booth Recommender service. | 0.867 | ||||
3. I visited a booth without thinking through the booth Recommender service. | 0.853 | ||||
4. I visited a booth on the spur of the moment due to the booth Recommender service. | 0.799 | ||||
Revisit Intention to Exhibition | 1. I will attend the franchise exhibition again. | 0.908 | 0.945 | 0.811 | 0.944 |
2. I am planning to visit the franchise exhibition frequently in the future. | 0.922 | ||||
3. I will continue to visit the franchise exhibition in the future. | 0.930 | ||||
4. I would recommend the franchise exhibition to others. | 0.840 |
Construct | Correlation of Constructs | Mean | S.D. | |||||
---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | |||
1. Perceived enjoyment | 0.872 | 4.921 | 1.126 | |||||
2. Perceived usefulness | 0.613 ** | 0.873 | 5.167 | 1.179 | ||||
3. Threats to freedom of choice | 0.008 | −0.090 * | 0.871 | 3.504 | 1.418 | |||
4. Continued BRS use | 0.405 ** | 0.385 ** | 0.139 ** | 0.879 | 5.053 | 1.106 | ||
5. Unplanned booth visits | 0.632 ** | 0.589 ** | −0.090 * | 0.439 ** | 0.803 | 4.745 | 1.178 | |
6. Revisit intention to exhibition | 0.384 ** | 0.425 ** | −0.114 * | 0.315 ** | 0.456 ** | 0.901 | 5.658 | 1.094 |
Hypothesis | Path | Estimates (t-Value) | Results |
---|---|---|---|
Hypothesis 1a | Perceived enjoyment → Continued BRS use | 0.491(9.613) | Supported |
Hypothesis 1b | Perceived enjoyment → Unplanned booth visit | 0.122(1.803) | Supported |
Hypothesis 2a | Perceived usefulness → Continued BRS use | 0.293(5.767) | Supported |
Hypothesis 2b | Perceived usefulness → Unplanned booth visit | 0.150(2.407) | Supported |
Hypothesis 3a | Threats to freedom of choice → Continued BRS use | −0.090(−2.513) | Supported |
Hypothesis 3b | Threats to freedom of choice → Unplanned booth visit | 0.206(4.646) | Supported |
Hypothesis 4 | Continued BRS use → Unplanned booth visit | 0.333(4.890) | Supported |
Hypothesis 6 | Continued BRS use → Revisit intention to exhibition | 0.435(8.443) | Supported |
Hypothesis 6 | Unplanned booth visit → Revisit intention to exhibition | 0.129(2.560) | Supported |
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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. https://doi.org/10.3390/su9060884
Chung N, Koo C, Lee K. Assessing the Impact of Mobile Technology on Exhibition Attendees’ Unplanned Booth Visit Behaviour. Sustainability. 2017; 9(6):884. https://doi.org/10.3390/su9060884
Chicago/Turabian StyleChung, Namho, Chulmo Koo, and Kyungmin Lee. 2017. "Assessing the Impact of Mobile Technology on Exhibition Attendees’ Unplanned Booth Visit Behaviour" Sustainability 9, no. 6: 884. https://doi.org/10.3390/su9060884