The impact of booth recommendation system on exhibition attendees' unplanned visit behavior: An extrinsic-intrinsic dichotomy perspective

Research output: Contribution to conferencePaperpeer-review

Abstract

Our study on unplanned behaviour theory have examined the effect of booth recommendation system (BRS) on exhibition arise from either an extrinsic or intrinsic motivation. Previous studies, however, ignored the importance of the unplanned behavioural effectiveness through BRS that bonds extrinsic and intrinsic motivation together to deliver unexpected outcomes in exhibition. In this paper, we propose a model of the impact of BRS where perception of usefulness and threat to freedom of choice mediates the effect of both extrinsic and intrinsic motivation on unplanned booth visit behavior. We collected data from 101 visitors of exhibition and analyzed it using the Partial Lease Square (PLS) method. Our findings, interestingly, show that only intrinsic motivations (escape, attraction) significantly influence both perceived usefulness of BRS and threat to freedom of choice, however extrinsic motivation (information) does not significantly influences. Perceived usefulness of BRS mediates directly the effect of escape and attraction on unplanned booth visit behavior. The results and implications are further discussed.

Original languageEnglish
Publication statusPublished - 2012
Event16th Pacific Asia Conference on Information Systems, PACIS 2012 - Ho Chi Minh City, Viet Nam
Duration: 11 Jul 201215 Jul 2012

Conference

Conference16th Pacific Asia Conference on Information Systems, PACIS 2012
Country/TerritoryViet Nam
CityHo Chi Minh City
Period11/07/1215/07/12

Keywords

  • Booth recommendation system
  • Extrinsic motivation
  • Intrinsic motivation
  • Perceived usefulness
  • Threat to freedom of choice
  • Unplanned booth visit behavior
  • Unplanned visit behaviour

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