Exhibitor Loyalty Through Trust, Participation and Citizenship Behaviors – Moderating Effect of First-Time and Repeat Exhibitors
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study examines the relationships between the variables “trust,” “participation,” “citizenship behaviors,” and “loyalty.” It also identifies the moderating effect of “exhibitor frequency at exhibitions.” Analyzing data from 240 exhibitors at major business-to-business (B2B) exhibitions in Seoul, Korea, the study found that “trust” positively influenced “participation,” “citizenship behaviors,” and “loyalty,” with “citizenship behavior” being the only significant predictor of “loyalty,” supporting four of six proposed hypotheses derived from social exchange theory. Additionally, exhibitors who attended more than twice demonstrated more proactive behavior and greater loyalty based on trust, thereby reinforcing exhibitor frequency as a moderating variable. These findings provide a theoretical basis and practical recommendations for exhibition promotion in the MICE (Meeting, Incentives, Conferences, Exhibitions) context.
Authors: Jiwon Lee, Chris Ryan
Institution: University of Waikato
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,700
OpenAlex ID: W4405544425