Consumer perceptions of trade show effectiveness: Scale development and validation within a B2C context

Abstract

Purpose

This paper aims to develop and estimate a model to measure consumer perceptions of trade show effectiveness.

Design/methodology/approach

Data were collected at three separate B2C trade shows. Study 1 (n=47) involved field interviews with data subjected to qualitative item generation and content analysis. Study 2 data (n=147) were subjected to exploratory factor analysis and item-total correlation to identify a preliminary factor structure for the effectiveness construct and to test for reliability. In Study 3 (n=592), confirmatory factor analysis was undertaken to more rigorously test the factor structure and generalise across industries. Validity testing was also performed.

Findings

A three-dimensional factor structure for assessing consumer visitors' perceptions of trade show effectiveness was produced incorporating research, operational, and entertainment components.

Research limitations/implications

Data were collected in Australia and results may not generalise across cultural boundaries.

Practical implications

The resulting measurement model may be used as a reliable post-hoc diagnostic tool to identify areas of trade show effectiveness where specific performance improvements are needed. Results indicate that exhibitors and organisers of B2C trade shows should consider effectiveness as a multidimensional phenomenon with entertainment, product/industry research, and the facilitation of purchase decision-making processes and problem resolution being key objectives for consumer attendees. These elements of effectiveness should each be addressed by exhibitors and organisers in planning their displays and events.

Originality/value

This is the first study to provide an empirically valid model for assessing trade show effectiveness from the consumer visitor's perspective.

Citation

Gottlieb, U., Brown, M. and Ferrier, L. (2014), "Consumer perceptions of trade show effectiveness: Scale development and validation within a B2C context", European Journal of Marketing, Vol. 48 No. 1/2, pp. 89-107. https://doi.org/10.1108/EJM-06-2011-0310