Jul 27th, 2:00 PM - 3:00 PM


Trust transfer effects on values and attitudes toward China and the Shanghai Expo 2010


Denver, Colorado


Despite the increasing popularity of events, the application of trust transfer concepts has yet to be investigated. Linking trust transfer, values, attitude, and behavioral intentions in a theoretical model, this study employs an on-site survey of visitors attending 2010 Shanghai World Expo to test the theory. The results suggest that positive emotional values attributed to the Expo were associated with positive emotions toward China. In addition, positive perceptions of functional values of the Expo carried over to improved perceived functional and emotional perceptions of China and positive attitudes towards the Expo.