Factors that Influence Attendance, Satisfaction, and Loyalty for Virtual Events

Year 2023, Volume: 11 Issue: 1, 97 - 119, 01.03.2023

Ozen Kırant Yozcu Hülya Kurgun Demet Bağıran

https://doi.org/10.30519/ahtr.1068444

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.

Keywords

virtual events, decision making factors, motivations, satisfaction, loyalty

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