Examination of Business People’s Attitudes Towards Virtual Trade Fairs

Yıl 2024, Cilt: 11 Sayı: 3, 1031 - 1051, 30.09.2024

Ayhan Bekar , Hakan Tunahan , Ayşegül Karataş

https://doi.org/10.30798/makuiibf.1421893

Öz

Abstract
The digitalization trend in the business world and the mandatory conditions that originated from COVID-19 increased the importance of virtual fairs. Determining the direction of attitudes of the business people, who participated in virtual fairs, will allow for having an idea about the future of these fairs. In addition, it is also essential to determine which company characteristics are associated with these attitudes. However, there are only few studies in the literature about virtual fairs, which have recently gained much importance. In this research, which aims to contribute to the literature, an online survey was conducted on 204 business people that participated in at least one virtual trade fair in 2022. The data collected was analyzed by using Exploratory Factor Analysis, K-means Clustering, and Chi-Square Test. The results showed that the firms generally have positive attitudes. The dimensions of these attitudes are related to the perceived usefulness of the Technology Acceptance Model. However, given the results of the Exploratory Factor Analysis, the items that represented the perceived ease of use are not effective. When the relationships between business characteristics and business people's attitudes towards virtual trade fairs were tested and no statistically significant relationship was found between the business's age or the business's size and attitudes. The only statistically significant relationship is the one between business people’s judgment on the industry's suitability of the business and their attitude towards virtual trade fairs.
In this research, which aims to contribute to the literature, an online survey was conducted on 204 business people that participated in at least one virtual trade fair in 2022. The data collected was analyzed by using Exploratory Factor Analysis, K-means Clustering, and Chi-Square Test. The results showed that the firms generally have positive attitudes. The dimensions of these attitudes are related to the perceived usefulness of the Technology Acceptance Model. However, given the results of the Exploratory Factor Analysis, the items that represented the perceived ease of use are not effective.
When the relationships between business characteristics and business people's attitudes towards virtual trade fairs were tested and no statistically significant relationship was found between the business's age or the business's size and attitudes. The only statistically significant relationship is the one between business people’s judgment on the industry's suitability of the business and their attitude towards virtual trade fairs.

Anahtar Kelimeler

Virtual trade shows, COVID-19, Digitalization, Technology Acceptance Model

Kaynakça

• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
• Autry, C.W., Grawe, S.J., Daugherty, P.J. and Richey, R.G. (2010). The effects of technological turbulence and breadth on supply chain technology acceptance and adoption. Journal of Operations Management, 28(6), 522-536. https://doi.org/10.1016/j.jom.2010.03.001
• Aydıner, A. S., Tatoglu, E., Bayraktar, E., and Zaim, S. (2019). Information system capabilities and firm performance: opening the black box through decision-making performance and business-process performance. International Journal of Information Management, 47, 168-182. https://doi.org/10.1016/j.ijinfomgt.2018.12.015
• Bartholomew, D., Knotts, M., and Moustaki, I. (2011). Latent Variable Models and Factor Analysis: A Unified Approach. (3rd ed.). John Wiley & Sons.
• Bathelt, H., and Schuldt, N. (2010). International trade fairs and global buzz, Part I: Ecology of global buzz. European Planning Studies, 18(12), 1957-1974. https://doi.org/10.1080/09654313.2010.515815
• Bathelt, H., and Spigel, B. (2012). The spatial economy of North American trade fairs. The Canadian Geographer, 56(1), 18–38. https://doi.org/10.1111/j.1541-0064.2011.00396.x
• Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., and Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471-482. http://www.jstor.org/stable/43825919
• Biçimveren, L. (2017). Pazar odaklılık, yenilik odaklılık, pazarlama inovasyonu ve uluslararası pazar performansı: Balıkesir ve Bursa illerinde dış ticaret yapan firmalara yönelik bir uygulama. [Unpublished master's thesis]. Balıkesir University.
• Bonoma, T. V. (1983). Get more out of your trade shows. Harvard Business Review, 61(1), 75-83.
• Cardon, P. W., Ma, H., and Fleischmann, C. (2021). Recorded business meetings and AI algorithmic Tools: negotiating privacy concerns, psychological safety, and control. International Journal of Business Communication, 1-28. https://doi.org/10.1177/23294884211037009
• Choi, Y., Fernandes, A., Grover, A., Iacovone L. and Olarreaga, M. (2023). Trade Promotion Organizations in the Pandemic World. World Bank Policy Research Working Paper, no 10374. https://documents1.worldbank.org/curated/en/099724003232392542/pdf/IDU01a1528ce02d2404f7c09f4102d0e6fc3d6b2.pdf
• Daniel, E. M., and Grimshaw, D. J. (2002). An exploratory comparison of electronic commerce adoption in large and small enterprises. Journal of Information Technology, 17(3), 133-147. https://doi.org/10.1080/026839602200001840
• Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
• Davis, F. D., and Venkatesh, V. (2004). Toward preprototype user acceptance testing of new information systems: implications for software project management. IEEE Transactions on Engineering Management, 51(1), 31-46. https://doi.org/10.1109/TEM.2003.822468
• Duman, O., and Ecevit, M.Z. (2021). Sosyal bilimlerde güncel araştırmalar. S. İpek and C. Kılıç (Edt.), Pazarlama alanındaki dijitalleşme çalışmaları ve Türkiye’deki fuar düzenleyicilerinin sanal fuarcılığa yatkınlıkları üzerine bir araştırma (p. 94-103). Ekin Basım Yayın Dağıtım.
• Eren H. (2017). Firma büyüklüğü bağlamında yenilik, işbirliği ve bilgi kaynaklarından yararlanma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(1), 11-33. https://doi.org/10.16953/deusbed.79642
• Gangwar, H., Date, H., and Raoot, A. D. (2014). Review on IT adoption: Insights from recent technologies. Journal Of Enterprise Information Management, 24(4), 488-502. https://doi.org/10.1108/JEIM-08-2012-0047
• Gani, M.O., Takahashi, Y., Faroque, A.R., Mortazavi, S. and Alam, M.Z. (2021). Virtual trade show: Past assessment, present status, and future prospects. Journal For International Business and Entrepreneurship Development, 13(3/4), 286-310. https://doi.org/10.1504/JIBED.2021.120855
• Gartner. (2018). Digitalization. Gartner. https://www.gartner.com/en/information-technology/glossary/digitalization.asp
• Geigenmuller, A. (2010). The role of virtual trade fairs in relationship value creation. Journal of Business & Industrial Marketing, 25(4), 284-292. https://doi.org/10.1108/08858621011038243
• González, J. L., and Ferencz, J. (2018). Digital Trade and Market Openness. OECD Trade Policy Papers, no 217. https://doi.org/10.1787/1bd89c9a-en
• Gottlieb, U., and Bianch, C. (2017). Virtual trade shows: exhibitors’ perspectives on virtual marketing capability requirements. Electronic Commerce Research and Applications, 21, 17-26. https://doi.org/10.1016/j.elerap.2016.12.004
• Kourkouridis, D., Frangopoulos, I., and Salepaki, A. (2024). Post-pandemic trade fair dynamics: A longitudinal study of exhibitors' views on digital and hybrid trade fairs. Geo Journal of Tourism and Geosites, 55(3), 1174-1185. https://doi.org/10.30892/gtg.55318-1290
• King, R. C., and Gribbins, M. L. (2002), Internet technology adoption as an organizational event: An exploratory study across industries [Conference Paper]. Proceedings of the 35th Annual Hawaii International Conference on System Sciences, Big Island USA, 2683-2692. https://doi.org/10.1109/HICSS.2002.994205
• Lacka, E., Chan, H., and Wang, X. (2020), Technological advancements and B2B international trade: A bibliometric analysis and review of industrial marketing research. Industrial Marketing Management, 88, 1-11. https://doi.org/10.1016/j.indmarman.2020.04.007
• Lee-Kelley, L., Gilbert, D., and Al-Shehabi, N. F. (2004). Virtual exhibitions: An exploratory study of Middle East exhibitors’ dispositions. International Marketing Review, 21(6), 633-644. https://doi.org/10.1108/02651330410568051
• Legris, P., Ingham, J., and Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & Management, 40(3), 191-204. https://doi.org/10.1016/S0378-7206(01)00143-4
• Li, W., Ye, Z. (2024). Cross-cultural design. HCII 2024. Lecture notes in computer science. Rau, PL.P. (Edt.), Comparative Case Studies: Cross-cultural Communication Strategies of the Digital Platforms of Global Trade Fairs. Springer, Cham. https://doi.org/10.1007/978-3-031-60901-5_7
• Ling‐yee, L. (2010). Antecedents and effect of internet implementation for trade shows. Journal of Business & Industrial Marketing, 25(4), 272-283. https://doi.org/10.1108/08858621011038234
• Marangunić, N., and Granić, A. (2015). Technology acceptance model: A literature review from 1986 to 2013. Universal Access in The Information Society, 14, 81-95. https://doi.org/10.1007/s10209-014-0348-1
• Munzi, S., and Giovanetti, M. (2021). Wanted: virtual or live! How lichens are becoming part of mass internet culture. Symbiosis, 84(3), 285–293. https://doi.org/10.1007/s13199-021-00780-6
• Oti, E. U., Olusola, M. O., Eze, F. C., and Enogwe, S. U. (2021). Comprehensive review of k-means clustering algorithms. International Journal of Advances in Scientific Research and Engineering. 7(8), 64-68. http://doi.org/10.31695/IJASRE.2021.34050
• Palumbo, F. A. (2012). Trade shows and trade fairs meet the virtual world. London Journal of Tourism, Sport and Creative Industries, 6(7). 4-14.
• Pearlman, M.D., and Gates, A.N. (2010). Hosting business meetings and special events in virtual worlds: A fad or the future? Journal of Convention & Event Tourism, 11, 247-265. https://doi.org/10.1080/15470148.2010.530535
• Pecherskaya, M. D., Mamatkulov, S. I., and Butanov, H. T. (2019). Virtual fairs as a modern tool of marketing. Marketing, 9(3), 2.
• Porpiglia, F., Checcucci, E., Autorino, R., Amparore, D., Cooperberg, M. R., Ficarra, V., and Novara, G. (2020). Traditional and virtual congress meetings during the covid-19 pandemic and the post-covid-19 era: Is it time to change the paradigm? European Association of Urology, 78(3), 301–303. https://doi.org/10.1016/j.eururo.2020.04.018
• Premkumar, G. (2003). A Meta-analysis of research on information technology implementation in small business. Journal of Organizational Computing and Electronic Commerce, 13(2), 91-121. https://doi.org/10.1207/S15327744JOCE1302_2
• Rogers, E., and Agarwala-Rogers, R. (1976). Communication in organizations. The Free Press.
• Sarmento, M., and Simões, C. (2018). The evolving role of trade fairs in business: A systematic literature review and a research agenda. Industrial Marketing Management, 73, 154-170. https://doi.org/10.1016/j.indmarman.2018.02.006
• Sarmento, M., and Simões, C. (2019). Trade fairs as engagement platforms: The interplay between physical and virtual touch points. European Journal of Marketing, 53(9), 1782-1807. https://doi.org/10.1108/EJM-10-2017-0791
• Schneider, S., and Kokshagina, O. (2021). Digital transformation: What we have learned (thus far) and what is next. Creativity and Innovation Management, 30(2), 384-411. https://doi.org/10.1111/caim.12414
• Shereni, N. C., Ncube, F. N., and Mazhande, P. (2021). Exhibitors’ preference at trade fairs: The case of zimbabwe international trade fair. Journal of Convention & Event Tourism, 1-22. https://doi.org/10.1080/15470148.2021.1893241
• Silva, S. C., and Elo, M. (2019). New digital layers of business relationships – experiences from business-to-business. International Business in the Information and Digital Age, 13(1), 217-241. https://doi.org/10.1108/S1745-886220180000013010
• Silva, P. M., Paço, A. F., and Moutinho, V. F. (2023). The trend of omnichannel trade fairs. are B2B exhibitors open to this challenge? A study on portuguese exhibitors. Journal of Business-to-Business Marketing, 30(1), 15-31. https://doi.org/10.1080/1051712X.2023.2174825
• Tabachnick, B. G., and Fidell, L. S. (2007). Using Multivariate Statistics (5th ed.). Allyn & Bacon.
• Tafesse, W. and Skallerud, K. (2017). A systematic review of the trade show marketing literature: 1980-2014. Industrial Marketing Management, 63, 18-30. https://doi.org/10.1016/j.indmarman.2016.11.001
• Tornatzky, L. G., and Klein, K. J. (1982). Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings. IEEE Transactions on Engineering Management, 29(1), 28-45. https://doi.org/10.1109/TEM.1982.6447463
• UFI (2022a), 28th UFI Global Exhibition Barometer. UFI. https://www.ufi.org/wp-content/uploads/2022/02/28th_UFI_Global_Barometer_february_2022.pdf
• UFI (2022b), 29th UFI Global Exhibition Barometer. UFI. https://www.ufi.org/wp-content/uploads/2022/07/29th_UFI_Global_Barometer_july_2022.pdf
• Wu, W. W. (2011). Developing an explorative model for SAAS adoption. Expert Systems with Applications, 38(12), 15057-15064. https://doi.org/10.1016/j.eswa.2011.05.039
• Vik, Å. S., Nørbech, B. C., and Jeske, D. (2018). Virtual career fairs: Perspectives from norwegian recruiters and exhibitors. Future Internet, 10(2), 19. https://doi.org/10.3390/fi10020019
• Vitali, V., Bazzani, C., Gimigliano, A., Cristani, M., Begalli, D., and Menegaz, G. (2022). Trade show visitors and key technological trends: From a literature review to a conceptual framework. Journal of Business & Industrial Marketing, 37(13), 142-166. https://doi.org/10.1108/JBIM-10-2021-0461
• Zimmerman, V. (2018). Determinants of Digitalisation and Innovation Behaviour in the SME Sector. KFW Research, (236) https://www.kfw.de/PDF/Download-Center/Konzernthemen/Research/PDF-Dokumente-Fokus-Volkswirtschaft/Fokus-englische-Dateien/Fokus-2018-EN/Focus-No.-236-December-2018-Determinants-of-digitalisation-and-innovation.pdf