1. 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

2. 1.Introduction – Event marketing
IDA Congress Taipei
3. Literature review
4.Methodology

3. 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

4. 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

5. 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)

6. 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

7. 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

8. 3,000 international design leaders One million participants at least
Appeal
Over 60 countries
3,000 international design leaders
One million participants at least

9. 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)

10. 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.

11. 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.

12. 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?

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

14. 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)

15. 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

16. 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)

17. 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.

18. 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.)

19. 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).

20. 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

21. 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).

22. 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)

23. Literature review- behavior intention
Selnes (1993) proposed, loyalty presents the consumers’ behavior intention toward products or services.

24. Methodology Consumption situations Perceived value Behavior Intention
satisfaction

25. 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

26. Methodology Instruments Reliability analysis & Validity analysis
Path analysis
Factor analysis
ANOVA

27. 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.

28. 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.

29. Thanks for your attention