Review of Journalism & Mass Communication

A Study on Professional Visitors’ Perceived Value, Satisfaction and Behavioral Intention
Yuan He, Jiacheng Xu, Ping Huang, Yueqiang Xiao

Abstract
(1)Background: the main role of professional visitors in exhibition events is undeniable as they are the main market players and make it more valuable. Although the impact of professional visitors’ perceived value on exhibit events is crucial, no prominent research has been examined the relationship between perceived value and behavioural intention of professional visitors to provide valuable and practical insights for exhibition organizers who are trying to satisfy and retain their loyal customers.(2)Methods: this study proposed satisfaction factor as a mediating variable to investigate the relationship between perceived value and behavioral intention considering Structural Equation Modelling（SEM), while perceived value will be investigated by 5 different factors. (3)Results: according to the outputs two factors（expectation, environment） have negative impact and three factors（infrastructure, brand image, service quality）have positive impact on perceived value. However, according to the final result perceived value and behavioral intention get influenced while role of satisfaction in this respect cannot be ignored in this regard.

Full Text: PDF     DOI: 10.15640/rjmc.v8n2a1