全渠道展会的发展趋势。B2B参展商对这一挑战持开放态度吗?葡萄牙参展商研究

IF 2 4区 管理学 Q3 BUSINESS
Pedro Mendonça Silva, Arminda Paço, V. Moutinho
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引用次数: 0

摘要

摘要目的全渠道是一种趋势,也影响到活动及其参与者。因此,展会自然会面临数字化转型的现实。鉴于参展商通常在决定是否参加交易会方面具有首要地位,本研究旨在进一步推动这一点,开发一个参展商对全渠道交易会看法的代表性模型。设计/方法论/方法本研究通过调查采用了定量方法。结构方程建模(SEM)用于从306家葡萄牙B2B参展商收集的数据。在SEM方法中,还使用了多组因果分析来分析参展商类型(在行业和B2B服务之间)的调节作用。研究结果描述了一个新的模型,结合了参展商对全渠道贸易博览会的感知兼容性与随之而来的参与度和忠诚度之间的因果关系。该模型揭示了参展商对全渠道兼容性的理解,并对他们的参与度和忠诚度产生了积极影响。结果还显示,参展商类型(行业和B2B服务)之间没有显著差异。研究意义交易会仍然是优秀的企业对企业(B2B)营销工具,活动中数字技术的密集使用将带来新的挑战和机遇。但很少有研究对这个话题进行调查。因此,本研究调查了参展商对全渠道交易会的看法及其对参与度和忠诚度的影响。因此,本研究对B2B交易会的文献做出了相关贡献,并提出了新的研究思路。实际意义。全渠道的巨大差异正是在于整合了线上和线下渠道。参展商对全渠道贸易博览会的积极开放为参展商、组织者和观众带来了多重机遇和挑战。交易会的“全渠道化”将意味着融合三方之间所有连接渠道的融合战略。原创性/价值这项研究的发现解决了贸易博览会文献中关于缺乏全渠道方法的空白,这是一个新鲜而中肯的视角。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Trend of Omnichannel Trade Fairs. Are B2B Exhibitors Open to This Challenge? A Study on Portuguese Exhibitors
ABSTRACT Purpose Omnichannel is a trend also reaching events and their participants. So naturally, the trade fairs will be confronted with this reality of digital transformation. Given that exhibitors generally have the primacy of deciding to participate or not in a trade fair, this study aims to take this further, developing a representative model of exhibitors’ perception of an omnichannel trade fair. Design/methodology/approach This study used a quantitative approach through a survey. Structural equation modeling (SEM) was used on the data collected from 306 Portuguese B2B exhibitors. Within the SEM method, the multi-group causal analysis was also used to analyze the moderating role of the type of exhibitors (between industries and B2B service). Findings A new model is described, incorporating the causal relationships between exhibitors’ perceived compatibility with omnichannel trade fairs and consequent engagement and loyalty. The model reveals the exhibitors’ understanding of omnichannel compatibility with the trade fair’s context, positively influencing their engagement and loyalty. The results also reveal no significant differences between the types of exhibitors (industries and B2B service). Research implications Trade fairs continue to be excellent business-to-business (B2B) marketing tools, and the intensity of the use of digital technologies at events will lead to new challenges and opportunities. But few studies have investigated this topic. Thus, this research investigated the exhibitors’ perception of omnichannel trade fairs and their consequences on engagement and loyalty. Therefore, this research is a relevant contribution to the literature on B2B trade fairs and raises new research lights Practical implications The great differential of omnichannel is precisely in integrating online and offline channels. This positive opening of exhibitors to omnichannel trade fairs extends multiple opportunities and challenges for exhibitors, organizers, and visitors. “Omnicanalization” of trade fairs will imply a convergence strategy that integrates all connectivity channels between the three parties. Originality/value This study’s findings address the gap in trade fair literature concerning the lack of an omnichannel approach, which is a fresh and pertinent perspective.
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来源期刊
CiteScore
2.20
自引率
35.70%
发文量
22
期刊介绍: The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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