Instructor: Kate Chen Presenter: Angel Huang 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 management and tourism studies -developing and promoting tourism -understand travel and tourists, including event tourists Event management and event studies -design, production, and management of events -understanding planned event experiences and the meanings attached Event tourism -a market for event managers -destination development through events

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” Getz,2005 POSSIBLE MEASURES OF “VALUE” -growth potential -market share -image enhancement -quality -community support -environmental value -economic benefits -sustainability -appropriateness OCCASIONAL MEGA-EVENT PERIODIC HALLMARK EVENT REGIONAL EVNETS (periodic and one-time) LOCAL EVENTS (periodic and one-time)

2011 Design Congress Taipei Graphic, Industrial and Interior design IDA= International Design Alliance Congress + Exhibition Keynote session Congress Keynote speeches Keynote session Congress Keynote speeches Parallel sessions Design salon Call for presentation Design educator’s network 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 Creative Studios At TWTC Nangang Exhibition Hall International Enterprises’ Exhibit Area Design Players’ Exhibit Area International Networking Exhibit Area “Golden Pin” Design’s Exhibit Area Taiwan Culture & Creativity Exhibit Area Taiwan-Mainland China Exchange Exhibit Area At Taipei World Trade Center Top Designers inTaiwan Fresh Designers’Exhibit Area Creative Link for International Designers

3,000 international design leaders One million participants at least Appeal Over 60 countries 3,000 international design leaders 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?

Literature review In Event marketing Relationship Among them consumption situation value In Event marketing Behavior intention satisfaction

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. (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.

Methodology Consumption situations Perceived value Behavior Intention satisfaction

structure Behavior intention satisfaction situation value 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 Path analysis Factor analysis ANOVA

Hypothesis H1:a positive relationship exist between situation and consumer value. H2:a positive relationship exist between situation and consumer satisfaction. H3: a positive relationship exist between consumer value and consumer behavior intention. H4: a positive relationship exist between consumer behavior intention and consumer satisfaction. H5:a positive relationship exist between situations and consumer behavior intention. 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.

Thanks for your attention