Conceptualizing trade show visitors' consumption behavior.

Jehn-Yih Wong, Tzu-hui Li, Norman Peng, Annie Huiling Chen

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)


Tourism trade shows have become an increasingly attractive channel for practitioners to meet potential buyers. However, few studies have conceptualized non-industrial buyers' consumption behavior during these events. This study proposes a model to conceptualize trade show visitors' buying behavior. The analysis of 738 trade show visitors shows that variety-seeking tendency and deal proneness directly influence visitors' tourism product consumption behavior. In addition, price sensitivity can affect deal proneness and variety-seeking tendency. Nevertheless, contrary to existing literature, service quality will not moderate visitors' buying processes. The implications of this study are discussed within tourism management literature.
Original languageEnglish
Pages (from-to)325-328
Number of pages4
JournalInternational Journal of Tourism Research
Issue number4
Publication statusPublished - 1 Jul 2014


  • tourism trade shows
  • variety seeking
  • deal proneness
  • price sensitivity
  • service quality


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