Factos that Influence Attendance, Satisfaction and Loyalty for Virtual Events

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2022-06-17 DOI:10.30519/ahtr.1068444

Ozen Kirant Yozcu, Hülya Kurgun, Demet Bagiran

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引用次数: 0

Abstract

This study assessed motivational factors that influence participants to attend to a virtual event and additionally together with these factors, the effect of online content engagement and perceived usefulness through overall satisfaction and future intention which specifically loyalty. Data was collected from attendees of different types of virtual events. Findings revealed that online content engagement, content of the event, being in a global community, meeting like-minded people and professionals, reputation of the event, keynote speakers, and usage of mobile apps are some of the significant factors for attendees` preferences for virtual events. Additionally, it was indicated that overall satisfaction affects future intention (loyalty) while the satisfaction also has a partial mediating effect between relationships of networking, and program and loyalty. It is further revealed, satisfaction acts as a full mediator between online content engagement, as well as perceived usefulness and loyalty. Relying on this outcome, the conclusion of this paper offers valuable recommendations for the event industry which makes this research one of the first studies about virtual events during pandemic period.

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影响虚拟活动出席率、满意度和忠诚度的因素

本研究评估了影响参与者参加虚拟活动的动机因素，并与这些因素一起，通过总体满意度和未来意图(特别是忠诚度)评估了在线内容参与和感知有用性的影响。数据收集自不同类型虚拟活动的参与者。调查结果显示，在线内容参与度、活动内容、身处全球社区、与志同道合的人和专业人士会面、活动声誉、主题演讲者以及移动应用程序的使用是影响与会者对虚拟活动偏好的一些重要因素。此外，整体满意度对未来意向(忠诚度)有影响，而满意度在网络关系、项目关系和忠诚度之间也有部分中介作用。研究进一步发现，满意度在网络内容参与、感知有用性和忠诚度之间起着完全中介作用。基于这一结果，本文的结论为赛事行业提供了有价值的建议，使本研究成为第一批关于大流行期间虚拟赛事的研究之一。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.