The Effect of Exhibition Experience on the Intention of Purchase

Abstract

Recently, exhibition industries are becoming high value added service industries, with its high value in creating jobs and increasing income. Therefore, its effect on economy is getting bigger, and many nations around the world are making effort to develop their exhibition industries. However, the awareness and research about corporate marketing exhibition is insufficient, and the empirical study about its effect is also very lacking. As a result of analyzing, it has been found that amongst the four basic elements of exhibition experience, entertainment, educational, and deviating experience cause significant effect on the experience satisfaction. In addition, all of these three experience after off-line exhibition experience increased the experience satisfaction, and had a positive effect on the purchase intention. As a result, if the three factors were high, the purchase intention was also high.