The acceptance of ‘intelligent trade shows’: Visitors’ evaluations of IS innovation

Trade Shows (TSs) provide “high-quality information,” as thousands of specialists and experts are gathered in one place at one time. Thus, information technology systems become essential for TSs. This study explores the characteristics of TSs’ onsite Information Technology (IT). This study aim to explore the relationships among onsite IT usage, visitors’ effectiveness and perception through the innovation characteristics (i.e., relative advantage, compatibility, and complexity). The study was conducted at a representative TS in Korea and used a survey approach to empirically understand the perception of onsite IT usage. The findings suggest that the four characteristics of product intelligence are influential factors of TSs’ onsite IT. Among them, relative advantage and compatibility had positive impacts on TS effectiveness, while complexity did not. In addition, discussions of the results, theoretical and practical implications for practitioners, limitations, and suggestions for future studies are presented.