Transcript Angel.ppt
Relationship among Consumption Situation, Perceived Value, Satisfaction and Behavior Intention in Event Marketing-- An example of 2011 IDA Congress Taipei
Instructor: Kate Chen Presenter: Angel Huang
1.Introduction – Event marketing 2. 2011 IDA Congress Taipei 3. Literature review 4.Methodology
What is Event marketing?
Tourism manageme nt and tourism studies
-developing and promoting tourism -understand travel and tourists, including event tourists
Event Event management tourism and event studies
-a market for event -design, managers production, and management of events destination developm -understanding ent planned event through experiences and events the meanings attached
Typology of planned event: Getz,2005 CULTURAL CELEBRATIONS
–festival -carnivals -commemorations -religious events
POLITICAL AND STATE
-summits -royal occasions -political events -VIP visits
ART AND ENTERTAINMENT
-concerts -award ceremonies
BUSINESS AND TRADE
-meetings, conventions -consumer and trade shows -fairs, markets
EDUCATIONAL AND SCIENTIFIC
-conferences -seminars -clinics
SPORT COMPETITION
-amateur/professional -specator/particpant
RECREATIONAL
-sport or games for fun
PRIVATE EVNETS
-weddings -parties -socials
POSSIBLE MEASURES OF “VALUE”
-growth potential -market share -image enhancement -quality -community support -environmental value -economic benefits -sustainability -appropriateness
PERIODIC HALLMARK EVENT REGIONAL EVNETS
(periodic and one-time)
LOCAL EVENTS
(periodic and one-time)
Getz,2005 OCCASIONAL MEGA-EVENT
2011 Design Congress Taipei
• • • Graphic, Industrial and Interior design IDA= International Design Alliance
Congress + Exhibition
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Parallel sessions
• • Congress Design salon Call for presentation Design educator’s
Keynote speeches
Young designer’s talk Field study
Exhibition At Songshan Creative Design Park Theme Exhibition Vogue Design Exhibition International Interior Design Exhibition International Graphic Design Exhibition International Craft Design Exhibition At TWTC Nangang Exhibition Hall International Enterprises’ Exhibit Area Design Players’ Exhibit Area At Taipei World Trade Center Top Designers inTaiwan International Networking Exhibit Area Fresh Designers’Exhibi t Area “Golden Pin” Design’s Exhibit Area Taiwan Culture & Creativity Exhibit Area Creative Link for International Designers Creative Studios Taiwan-Mainland China Exchange Exhibit Area
Appeal
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Over 60 countries
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3,000 international design leaders
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One million participants at least
• • Event marketing has emerged over the past decade as a dynamic sector of the tourism and leisure industries. The number, diversity, and popularity of events has also grown throughout this period.
(Convention & Exhibition Management,2003)
Statement of the problems
• The event industry is growing fast and becoming highly of in economy, but it still lake of data in Science. • And most of the study focus on the association party, few discuss on attendee of the event. In present years many studies discussed on satisfaction, motivation of attendee in event but few discuss on situations, consumer value to enrich the attendee’s satisfaction, intention data in consumer perspective.
Purpose of the study
• To research how the situations effect customer value and customer satisfaction to participate the design event.
• And to research the relation between event marketing, customer value, situation and customer satisfaction to behavioral intention. And how do consumption situation, effect attendants’ behavioral intention.
Research questions
• 1.How do consumption situation effect consumer value?
• 2.How do situation effect customer satisfaction?
• 3.How do situation effect attendant’s intention?
• 4.How do customer value and customer satisfaction effect attendant’s intention?
Relationship Among them Behavior intention
Literature review
consumption situation
In Event marketing
satisfaction value
Literature review consumption situation
• The benefits of instrumental (resulting from the satisfaction of basic needs) and emotional (deriving from the “cogenial” or “hedonic” side of the same situation) would cause the decision making in some circumstances.
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(Christian and Michel 1991)
Literature review consumption situation
• Definition of situations from Belk (1975), five dimensions as following: • • • • •
Physical Surroundings :
obviously feature
Social Surroundings:
social relationship with others
Temporal Perspective:
the time period can cause difference
Task Definition:
a specific purchase purpose
Antecedent States:
temporal emotions
Literature review perceive value
• the economic (value is the process known of perceived prices through trading.) and psychological (what’s the factor really influence purchase decision? emotional aspects or the more cognitive and rational?) •
(Gallarza.M 2006)
Literature review perceived value
• The early conceptual proposal made by(Zeithaml,1988) “ the overall assessment of the utility of a product based on the perceptions of what is received and what is given ”—is the most universally accepted definition of perceived value.
Literature review perceived value
• Based on (Sheth et al.1991) work, it identifies four dimensions: emotional value , social value , and two types of functional value (price/value for money and performance/ quality.)
Literature review satisfaction
• The prevailing definition of satisfaction is “the summary psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with the consumer’s prior feelings about the consumption experience” (Oliver,1987).
Literature review satisfaction
• In (Jang & F,2007) research mention, manifest satisfaction occurs when an explicit comparison is made between expectation and performance and when the customers can be conscious of the outcome of their own evaluation and satisfaction
Literature review behavior intention
• • • Behavior intention means a person’s attitude toward the target object which is a tendency in behavior, and to believe behavior intention is the best norm to predict the happening of behavior, realized subjective probability individual involved in some kind of behavior.
(Ajzen & Fishbein, 1980) (Ajzen &Drover, 1991).
Literature review behavior intention
• The concept of behavior intention comes from attitude theory. It consists of cognitive component, affective component, conative component.
• (Engel et al., 1995)
Literature review behavior intention
• Selnes (1993) proposed, loyalty presents the consumers’ behavior intention toward products or services
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Consumption situations
Methodology
Perceived value satisfaction Behavior Intention
structure
situation value satisfaction Behavior intention Physical surrounding Social surrounding Temporal perspective Task definition Antecedent states emotional value social value functional value Expectation performance Loyalty Recommendation Diversity attention
Methodology
Instruments
Reliability analysis & Validity analysis Factor analysis ANOVA Path analysis
Hypothesis
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H1:a positive relationship exist between situation and consumer value.
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H2:a positive relationship exist between situation and consumer satisfaction.
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H3: a positive relationship exist between consumer value and consumer behavior intention.
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H4: a positive relationship exist between consumer behavior intention and consumer satisfaction.
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H5:a positive relationship exist between situations and consumer behavior intention.
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H6: a positive relationship exist between consumer value and consumer satisfaction.
Participants
2011 IDA Congress Taipei On October,1 to October17. The design exposition hold only once ever. Participants would be all the people participate the design exposition.
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