Start Date
7-1-2011 8:00 AM
End Date
7-1-2011 9:15 AM
Track
1. Track 1 – Formal Paper Presentation
Subject Area
Consumer Behavior
Faculty Member
Thomas Schrier, schriert@iastate.edu
Abstract
There are several reasons that exhibitors participate in tradeshows. The purpose of this study is to examine the role social value has on the satisfaction level of exhibitors while increasing their willingness to pay and return intentions. This study also aims to examine the effects of company size and prior experience on both exhibitors’ satisfaction and behavioral intentions within the tradeshow context. The findings of this study are important for tradeshow organizers as the results of this study can be used to aid in determining marketing strategies to attract varying types of exhibitors to specific tradeshows.
Keywords
tradeshow, social value, willingness to pay, intention to return, satisfaction
An Examination of the Factors Effecting Tradeshow Exhibitors’ Decisions
There are several reasons that exhibitors participate in tradeshows. The purpose of this study is to examine the role social value has on the satisfaction level of exhibitors while increasing their willingness to pay and return intentions. This study also aims to examine the effects of company size and prior experience on both exhibitors’ satisfaction and behavioral intentions within the tradeshow context. The findings of this study are important for tradeshow organizers as the results of this study can be used to aid in determining marketing strategies to attract varying types of exhibitors to specific tradeshows.