Perceived Causes And Consequent Behaviors Of Visitors’ Total Event Experience In Public Community Event
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Date
2015-02
Authors
HAJI AYOB, NORAZIRAH
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Abstract
This study emphasizes on the importance of physical aspects of the event, as well as enjoyment, engagement, and memorable experiences in the context of public community event. The main objective of the study is to examine visitors’ consumption experiences which comprised of perceived causes and consequent behaviors. The mediating effect of total event experience on perceived causes and consequent behaviors also being explored in this study. The study also investigates effect of segments of visitors on the event consumption experiences. The theoretical orientation for the conceptual model of event experience is guided by attribution theory that focuses on visitors’ internal and external perceived causes of outcome, and their direct and indirect effects on consequent behaviors. This study uses quantitative data collection from 508 respondents and analyzed using structural equation modeling. Findings revealed that perceived causes and consequent behaviors were mediated by visitors’ total event experience. Both the internal attribution event features and external attribution social interactions have directly influenced visitors’ total event experience, and indirectly influenced consequent behaviors, which are overall satisfaction and future intentions toward the event. However, segments of visitors were found to have no effect on the event consumption experiences. The study implies staging a collective enjoyable, engaging and memorable customer-focused event experience is important for public community event organizers as well as for any similar event.
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Keywords
Perceived Causes And Consequent Behaviors Of Visitors , Total Event Experience In Public Community Event