Consumer perceptions of trade show effectiveness

Abstract

Purpose – This paper aims to develop and estimate a model to measure consumer perceptions of trade show effectiveness. Design/methodology/approach – Data were collected at three separate B2C trade shows. Study 1 (n=47) involved field interviews with data subjected to qualitative item generation and content analysis. Study 2 data (n=147) were subjected to exploratory factor analysis and item-total correlation to identify a preliminary factor structure for the effectiveness construct and to test for reliability. In Study 3 (n=592), confirmatory factor analysis was undertaken to more rigorously test the factor structure and generalise across industries. Validity testing was also performed. Findings – A three-dimensional factor structure for assessing consumer visitors' perceptions of trade show effectiveness was produced incorporating research, operational, and entertainment components. Research limitations/implications – Data were collected in Australia and results may not generalise across cultural boundaries. Practical implications – The resulting measurement model may be used as a reliable post-hoc diagnostic tool to identify areas of trade show effectiveness where specific performance improvements are needed. Results indicate that exhibitors and organisers of B2C trade shows should consider effectiveness as a multidimensional phenomenon with entertainment, product/industry research, and the facilitation of purchase decision-making processes and problem resolution being key objectives for consumer attendees. These elements of effectiveness should each be addressed by exhibitors and organisers in planning their displays and events. Originality/value – This is the first study to provide an empirically valid model for assessing trade show effectiveness from the consumer visitor's perspective.