Event Title
Parallel Session 9, MICE Track: The Role of Social Influence on Expo Attendee Behavior Utilizing Video Tracking
Location
Classroom 209
Start Date
13-12-2017 3:00 PM
End Date
13-12-2017 3:25 PM
Description
Purpose
An exhibition/expo/tradeshow is a special event that brings together buyers (who have a specific need or want to be fulfilled) and sellers (of products and services). Social influence, how consumer behavior is impacted by others (Latane, 1981), lays a vital role in the information exchange process between trade show exhibitors and exhibitor attendees. For example, front-line exhibitors can be trained and motivated to interact, provide information, and consult with exhibitor attendees in order to increase the likeliness of the attendee being engaged with the product and service that is being displayed, with the ultimate goal of purchasing the product/service. Additionally, exhibitors may be able to control the social and expo environment itself (Lam, 2001) in order to impact exhibitor attendee's behavior. While social influence has been heavily examined in the retail industry (e.g. Argo, Dahl, & Manchanda, 2005), the role of social influence has not been examined in the exhibition industry. Furthermore, the interactions between buyers and sellers in an expo environment is an under researched area.
The aim of this research is to examine the role of social influence on exhibitor attendee behavior utilizing video tracking technology. Specifically, this study examined the role of touch frequency, crowding, talk frequency, and motivation on expo attendees' likeliness of favorable responses to an exhibitor.
Design/methodology/approach
We suggest that an exhibitor attendee's likeliness of favorable responses will increase as (a) the number of touch points during the interaction increases; (b) the number of other attendees at the exhibit increases, (c) the length of the interaction between exhibitor and attendee increases, and (d) the speed the exhibitor attendee arrives to the exhibitor. In this study, the following variables were identified and monitored, since previous research has suggested that these variables can impact the social influence of exhibitor attendees (Zhang, Li, Raymond, & Leykin, 2014).
Table 1. Table of Variables Examined in This StudyVariable DefinitionTouch Frequency Number of touch points (i.e. handshake) between exhibitor and exhibitor attendeeCrowding Number of exhibitor attendees at the exhibitor boothTalk Frequency Length of discussion between exhibitor and attendeeMotivation Speed which exhibitor attendee arrives exhibitor boothLikeliness of Favorable Responses Number of times exhibitor attendee leaves with promotion brochure, business card, leaves contact informationNote: Variable definitions from Zhang et al., (2014)
This study employed panoramic video technology to capture real-life interaction between a front-line exhibitor and an exhibitor attendee at consumer expo in the Midwest U.S. Specifically, the video captured the movement of the exhibitor attendee, the interaction between the exhibitor employees and attendee, and other variables in the exhibitor space environment of one regional employer. The video camera was installed at an adjoining expo booth. Data was coded utilizing video tracking software based by two independently trained researchers. For example, for talk frequency, coders evaluated the number of times there was a handshake between the two parties. For crowding, the number of attendees was counted during the interaction between the attendee and the expo booth representative. Talk frequency was coded as the length of interaction and discussion between the exhibitor and the attendee. Motivation was coded as the speed at which the attendee arrived at the exhibitor booth (fast, medium, or slow). Likeliness of favorable responses was coded as a yes/no responses with yes indicating the attendee picked up a business card or promotional/marketing brochure or touched/interacted with the product at the display booth.
Findings
During the four-hour exhibit, 109 interactions were observed, ranging from 1:30 minutes to 12:45 minutes. A logistic regression analysis was conducted to predict likeliness of favorable response with the four independent variables touch frequency, crowding, talk frequency, and motivation as predictors. A test of the full model was significant, indicating that the predictors as a set of reliable distinguished factors (chi square = 22.92, p < 0.0021 with df = 2. R2 of 0.421 indicated a relationship between prediction and group. Prediction success overall was 90%, and the Wald criterion demonstrated touch frequency (p < 0.001), crowding (p < 0.001), and talk frequency (p = .014) made a significant contribution of prediction. Motivation was not significant. Exp(B) values indicated that when touch frequency was raised by one unit (one handshake) the odds ratio is five times as large; when crowding was raised by one unit (one additional person) the odds ratio is three time as large; and when talk frequency was raised by one unit (30 seconds of talking) the odds ratio is twice as large.
Research limitations/implications
Although these initial findings are interesting, future research could also use experimental design to confirm findings by focusing on specific variables in the cause and effect relationship of the exhibitor and attendee relationship. Additionally, this study only focused on the previously discussed variables of touch frequency, crowding, talk frequency, and motivation; since additional environmental and external variables are embedded in an actual expo environment (e.g., product category, additional people in the environment, music, attractiveness of company employees, and day/time of the expo), future studies should be employed to examine how differing external variables impact expo interactions.
Practical implications
For exhibitors, this study provides specific tactics for front-line exhibitors and the environment they operate in and provide insight to improve sales conversion rates, such as through the use of promotion, display, and interaction. Results suggest exhibitors can place a higher need on touch frequency (such as a handshake) to increase intentions, such as promoting the taking of a business card or product literature. Since favorable intentions increased when crowding occurs, exhibitors can attempt to increase more people at a booth or engage in small group discussion so others walking by may be impacted by the crowding impact (Argo, Dahl, & Manchanda, 2005). Findings also suggest that they are behavioral clues that an exhibitor can use to identify an exhibitor's higher need state and be more responsiveness to the discussion of the exhibitor's product.
Originality/value
The originality/value of this research is threefold. First, this study contributed to social interaction theory. Second, this study provides tactics and suggestions for businesses that use expos to enhance their marketing and sales initiatives. This research is original in utilizing a unique methodological contribution by using video technology to examine the underlying mechanisms of interactions at expo booths.
References
Argo, Jennifer, J., Dahl, D. W., & Manchanda, V. (2005). The influence of a mere social presence in a retail context. Journal of Consumer Research, 32(2), 207-212.
Lam, S., Vandenbosch, M., Hulland, J., & Pearce, M. (2001). Evaluating promotions in shopping environments. Marketing Science, 20(2), 194-215.
Latane, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343-356.
Zhang, X., Raymond, W. L., Burke, R. R., & Leykin, A. (2014). An examination of social influence on shopping behavior using video tracking data. Journal of Marketing, 78, 24-41.
Parallel Session 9, MICE Track: The Role of Social Influence on Expo Attendee Behavior Utilizing Video Tracking
Classroom 209
Purpose
An exhibition/expo/tradeshow is a special event that brings together buyers (who have a specific need or want to be fulfilled) and sellers (of products and services). Social influence, how consumer behavior is impacted by others (Latane, 1981), lays a vital role in the information exchange process between trade show exhibitors and exhibitor attendees. For example, front-line exhibitors can be trained and motivated to interact, provide information, and consult with exhibitor attendees in order to increase the likeliness of the attendee being engaged with the product and service that is being displayed, with the ultimate goal of purchasing the product/service. Additionally, exhibitors may be able to control the social and expo environment itself (Lam, 2001) in order to impact exhibitor attendee's behavior. While social influence has been heavily examined in the retail industry (e.g. Argo, Dahl, & Manchanda, 2005), the role of social influence has not been examined in the exhibition industry. Furthermore, the interactions between buyers and sellers in an expo environment is an under researched area.
The aim of this research is to examine the role of social influence on exhibitor attendee behavior utilizing video tracking technology. Specifically, this study examined the role of touch frequency, crowding, talk frequency, and motivation on expo attendees' likeliness of favorable responses to an exhibitor.
Design/methodology/approach
We suggest that an exhibitor attendee's likeliness of favorable responses will increase as (a) the number of touch points during the interaction increases; (b) the number of other attendees at the exhibit increases, (c) the length of the interaction between exhibitor and attendee increases, and (d) the speed the exhibitor attendee arrives to the exhibitor. In this study, the following variables were identified and monitored, since previous research has suggested that these variables can impact the social influence of exhibitor attendees (Zhang, Li, Raymond, & Leykin, 2014).
Table 1. Table of Variables Examined in This StudyVariable DefinitionTouch Frequency Number of touch points (i.e. handshake) between exhibitor and exhibitor attendeeCrowding Number of exhibitor attendees at the exhibitor boothTalk Frequency Length of discussion between exhibitor and attendeeMotivation Speed which exhibitor attendee arrives exhibitor boothLikeliness of Favorable Responses Number of times exhibitor attendee leaves with promotion brochure, business card, leaves contact informationNote: Variable definitions from Zhang et al., (2014)
This study employed panoramic video technology to capture real-life interaction between a front-line exhibitor and an exhibitor attendee at consumer expo in the Midwest U.S. Specifically, the video captured the movement of the exhibitor attendee, the interaction between the exhibitor employees and attendee, and other variables in the exhibitor space environment of one regional employer. The video camera was installed at an adjoining expo booth. Data was coded utilizing video tracking software based by two independently trained researchers. For example, for talk frequency, coders evaluated the number of times there was a handshake between the two parties. For crowding, the number of attendees was counted during the interaction between the attendee and the expo booth representative. Talk frequency was coded as the length of interaction and discussion between the exhibitor and the attendee. Motivation was coded as the speed at which the attendee arrived at the exhibitor booth (fast, medium, or slow). Likeliness of favorable responses was coded as a yes/no responses with yes indicating the attendee picked up a business card or promotional/marketing brochure or touched/interacted with the product at the display booth.
Findings
During the four-hour exhibit, 109 interactions were observed, ranging from 1:30 minutes to 12:45 minutes. A logistic regression analysis was conducted to predict likeliness of favorable response with the four independent variables touch frequency, crowding, talk frequency, and motivation as predictors. A test of the full model was significant, indicating that the predictors as a set of reliable distinguished factors (chi square = 22.92, p < 0.0021 with df = 2. R2 of 0.421 indicated a relationship between prediction and group. Prediction success overall was 90%, and the Wald criterion demonstrated touch frequency (p < 0.001), crowding (p < 0.001), and talk frequency (p = .014) made a significant contribution of prediction. Motivation was not significant. Exp(B) values indicated that when touch frequency was raised by one unit (one handshake) the odds ratio is five times as large; when crowding was raised by one unit (one additional person) the odds ratio is three time as large; and when talk frequency was raised by one unit (30 seconds of talking) the odds ratio is twice as large.
Research limitations/implications
Although these initial findings are interesting, future research could also use experimental design to confirm findings by focusing on specific variables in the cause and effect relationship of the exhibitor and attendee relationship. Additionally, this study only focused on the previously discussed variables of touch frequency, crowding, talk frequency, and motivation; since additional environmental and external variables are embedded in an actual expo environment (e.g., product category, additional people in the environment, music, attractiveness of company employees, and day/time of the expo), future studies should be employed to examine how differing external variables impact expo interactions.
Practical implications
For exhibitors, this study provides specific tactics for front-line exhibitors and the environment they operate in and provide insight to improve sales conversion rates, such as through the use of promotion, display, and interaction. Results suggest exhibitors can place a higher need on touch frequency (such as a handshake) to increase intentions, such as promoting the taking of a business card or product literature. Since favorable intentions increased when crowding occurs, exhibitors can attempt to increase more people at a booth or engage in small group discussion so others walking by may be impacted by the crowding impact (Argo, Dahl, & Manchanda, 2005). Findings also suggest that they are behavioral clues that an exhibitor can use to identify an exhibitor's higher need state and be more responsiveness to the discussion of the exhibitor's product.
Originality/value
The originality/value of this research is threefold. First, this study contributed to social interaction theory. Second, this study provides tactics and suggestions for businesses that use expos to enhance their marketing and sales initiatives. This research is original in utilizing a unique methodological contribution by using video technology to examine the underlying mechanisms of interactions at expo booths.
References
Argo, Jennifer, J., Dahl, D. W., & Manchanda, V. (2005). The influence of a mere social presence in a retail context. Journal of Consumer Research, 32(2), 207-212.
Lam, S., Vandenbosch, M., Hulland, J., & Pearce, M. (2001). Evaluating promotions in shopping environments. Marketing Science, 20(2), 194-215.
Latane, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343-356.
Zhang, X., Raymond, W. L., Burke, R. R., & Leykin, A. (2014). An examination of social influence on shopping behavior using video tracking data. Journal of Marketing, 78, 24-41.
