THE INFLUENCE OF MULTISENSORY EXPERIENCES ON PERCEIVED VALUE AND VISITOR ENGAGEMENT IN ELECTRICAL APPLIANCE TRADE EXHIBITIONS
Article Sidebar
Main Article Content
Abstract
This study aimed to 1) examine the influence of the five sensory
systems on the perceived value of attendees at electrical appliance trade
exhibitions, 2) examine the influence of perceived value on attendee
engagement, 3) examine the influence of the five sensory systems on attendee
engagement, and 4) examine the influence of the five sensory systems on
engagement through perceived value. The research was quantitative in nature,
using a questionnaire as the research instrument, and data were collected from
400 attendees of electrical appliance trade exhibitions in Thailand, selected
through purposive sampling. Data analysis employed descriptive statistics,
including frequency, percentage, mean, and standard deviation, as well as
inferential statistics, specifically structural equation modeling (SEM). The results revealed that 1) Participants in the electrical appliances
trade show attached the highest level of importance to the five sensory
systems, with vision receiving the greatest importance, followed by taste,
hearing, smell, and touch, respectively. 2) The results of the second research
objective showed that the sensory system of vision had a statistically significant
influence on the perceived value of participants in the electrical appliances
trade show. 3) All five sensory systems had a positive and statistically significant
influence on participants’ engagement, with smell, taste, and touch having the
strongest influence, while vision had the least influence compared to the other
senses and 4) The five sensory systems and perceived value could jointly
predict participants’ engagement at a statistically significant level, explaining
76.0% of the variance.
Article Details
References
ธนธร สันติชาติ, เกิดศิริ เจริญวิศาล, และ มนัสสินี บุญมีศรีสง่า. (2564). การสร้างประสบการณ์ทางประสาทสัมผัสสำหรับงานเทศกาลเชิงวัฒนธรรมในประเทศไทย. วารสารการวิจัยและนวัตกรรมด้านการจัดการ, 1(1), 1-12.
ปฏิพรรณ ยุติธรรมสถิต. (2564). ปัจจัยที่มีอิทธิพลต่อความผูกพันของลูกค้าในอีเวนต์เสมือนจริง. มหาวิทยาลัยมหิดล.
นิชา อัครเมธากุล. (2560). การสื่อสารการตลาดผ่านงานแสดงสินค้าเพื่อภาคธุรกิจ: กรณีศึกษา Medical Devices ASEAN 2018 (วิทยานิพนธ์ปริญญามหาบัณฑิต). มหาวิทยาลัยกรุงเทพ.
Blessing Lola A. (2023). 3 biggest problems facing trade show organizers (and how to beat them). สืบค้นจาก https://www.swapcard.com/blog/3-biggest-problems-facing-trade-show-organizers-and-how-to-beat-them
Gaskill, A. (2004). The influence of consumption values on motorcycle brand choice. (Doctoral dissertation, Auckland University of Technology.
Rosado-Pinto, F., & Loureiro Sandra Maria, C. (2020). The growing complexity of customer
Spence, C. (2020). Senses of place: Architectural design for the multisensory mind. Cognitive Research: Principles and Implications, 5(46). https://doi.org/10.1186/s41235-020-00243-4
Sinanagic, D., & Lacalendola, C. (2020). The power of the five senses: A multisensory brand experience in sport stores (Bachelor's thesis). Linnaeus University.
Tu, J. C., Yang, C. H., & Lin, S. H. (2023). Exploring consumer perception and acceptance of recycled merchandise under five-sense design. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-02968-w
Vitali, V., Bazzani, C., Gimigliano, A., Cristani, M., Begalli, D., & Menegaz, G. (2022). Trade show visitors and key technological trends: From a literature review to a conceptual framework. Journal of Business & Industrial Marketing. https://doi.org/10.1108/JBIM-03-2022-0155
