Even two years after the COVID-19 pandemic, the meeting and event industry's efforts must focus on understanding attendees' purchase behaviors and event modality preferences. This study aims to address these factors by using a 2 (Event modality: in-person or virtual) × 6 (six dimensions of perceived value: social value, emotional value, monetary value, functional value, novelty value, and convenience value) between-subject experiment design and a 6 (Six dimensions of perceived value (PV): social value, emotional value, monetary value, functional value, novelty value, and convenience value) x 2 (PV effect on word-of-mouth (WOM) intent and repeat purchase intent (RPI)) between-subject experimental design. Specifically, it applies the perceived value theory in investigating the effects of different value dimensions (social, emotional, monetary, functional, novelty, and convenience) based on attendee event modality (in-person or virtual) and their impact on WOM intent and RPI. The data was collected via Prolific. Different ANOVA and t-tests were conducted. The results suggest that event modality had little bearing on the six dimensions of PV. Results also showed that PV positively impacts WOM intent and RPI.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc2332663 |
| Date | 05 1900 |
| Creators | Sherrell, Elisabeth Ann |
| Contributors | Zhang, Xinyi, Kim, Jiyoung, Leung, Xi |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Sherrell, Elisabeth Ann, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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