1. Industrial exhibitors' resource commitment to booth personnel: A study of select predictors and consequences
- Author
-
Po-Chien Li
- Subjects
Marketing ,media_common.quotation_subject ,05 social sciences ,Staffing ,Context (language use) ,Ambiguity ,law.invention ,Exhibition ,Information behavior ,Resource (project management) ,law ,0502 economics and business ,Market orientation ,CLARITY ,050211 marketing ,Business ,050203 business & management ,media_common - Abstract
Within the context of industrial exhibitions, few researchers have explored how booth staffing decisions affect the booth personnel's reactions and conduct at trade shows. In the current study, Narver and Slater's market orientation dimensions are considered as the predictors of exhibitor's booth personnel commitment. Besides, this study explores the impacts of exhibitor's booth personnel commitment on booth worker's role clarity, goal acceptance, and work effort. Finally, the influences of work effort on three forms of booth staff's information behavior are tested. The data collected from five different B2B exhibits in Taiwan support eleven of the twelve hypotheses. Based on the analytic results, the present research adds theoretical and managerial implications to the existing literature of industrial exhibitions. In particular, it highlights three issues for exhibitors to consider, which include process ambiguity, interaction adaptation, and informational paradox.
- Published
- 2020