Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences

This study investigated the impact of perceived interactivity on behavioral intention in the context of virtual conferences in the post-COVID-19 era. With academic conferences moving exclusively online due to the pandemic, there is a gap in the literature regarding attendees’ attitudes and perceived...

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Veröffentlicht in:Sustainability 2023-05, Vol.15 (11), p.8600
Hauptverfasser: Al-Geitany, Souha, Aljuhmani, Hasan Yousef, Emeagwali, Okechukwu Lawrence, Nasr, Elsie
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container_end_page
container_issue 11
container_start_page 8600
container_title Sustainability
container_volume 15
creator Al-Geitany, Souha
Aljuhmani, Hasan Yousef
Emeagwali, Okechukwu Lawrence
Nasr, Elsie
description This study investigated the impact of perceived interactivity on behavioral intention in the context of virtual conferences in the post-COVID-19 era. With academic conferences moving exclusively online due to the pandemic, there is a gap in the literature regarding attendees’ attitudes and perceived benefits regarding these events. This study developed the technology acceptance model (TAM) by treating perceived conference interactivity as the antecedent construct of the TAM. The moderating role of self-congruity and the mediating effect of perceived quality were also studied to understand the behavioral intention of attending future virtual conferences. Using partial least squares structural equation modeling (PLS-SEM), a sample of 327 academic staff members in Lebanon was analyzed. Our study found that perceived interactivity and quality both positively influenced behavioral intentions. Additionally, perceived interactivity was positively associated with the perceived quality of virtual conferences, and self-congruity further strengthened this relationship. Our study also revealed that perceived quality mediates the relationship between perceived interactivity and behavioral intention to attend future virtual conferences. This study fills a gap in the literature by examining the impact of perceived interactivity and quality on behavioral intention toward virtual conferences in the post-COVID-19 era. Our findings provide insights into consumer behavior at virtual conferences and can contribute to the development of the TAM via an exploration of its applicability in the context of online events.
doi_str_mv 10.3390/su15118600
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source Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals; MDPI - Multidisciplinary Digital Publishing Institute
subjects Attitudes
Conferences
Conferences and conventions
Conferences, meetings and seminars
Consumer behavior
COVID-19
Distance learning
Epidemics
Lebanon
Marketing research
Multivariate statistical analysis
Sustainability
Technology adoption
title Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences
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