Transcript Angel.ppt
Relationship among Consumption Situation, Consumer Value, Consumer Satisfaction and Intention of Event Marketing Presenter: Angel Huang Number: 9822617 Instructor: Kate Chen
Introduction
• Research Background • Event marketing- festivals, trade shows, exhibition, incentives, and meetings.
• 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.
• Festival offer tremendous benefits to local communities because they significantly impact the local economy (Getz,1993) and reinforce social cohesion within communities (Rao, 2001). This explains why festivals have been growing rapidly in quantity and diversity.
Motivation
• Millions of people attracted by the trade show, this brings up amount of money on economics. And what are the factors attracting people to participants especially on art fair.
Definition of terms
• Event- any activity undergoing a special arranged, therefore, it includes any kind of festival or fair. • Such as flower exhibition, jewelry show, car trade show, panting exhibition and any kind in business form or non business form, all called event.
Statement of the problems
• The trade show industry is growing fast and becoming highly of in economy, but it still lake of data in Science.
• Most of the study focus on the association party, few discuss on attendee of the event.
Statement of the problems
• most study focus on business event, few of study research on art fair.
Purpose of the study
• To research what are the situations effect customer value and customer satisfaction.
• And to research the relation between event marketing, customer value, situation and customer satisfaction to behavioral intention.
Purpose of the study
• how do consumption situation, effect attendants’ behavioral intention.
Research questions
• How do consumption situation effect consumer value?
• How do situation effect customer satisfaction?
• How do situation effect attendant’s intention?
• How do customer value and customer satisfaction effect attendant’s intention?
Literature review
Situations Situations Characteristic Physical surroundings Social surroundings Temporal perspective Task definition Antecedent states Types of situation Communication situation Purchase situation Usage situation
• Customer value • Customer satisfaction • Customer behavioral intention
Methodology
• Quantity • Questionnaire • Sample descriptive statistics • Reliability analysis & Validity analysis • Factor analysis • ANOVA • Path analysis or SEM (structural Equation Modeling)
Consumption situation
Methodology
Customer Value attendee intention Customer satisfaction