EXAMINING THE EFFECT OF LIFESTYLE, MOTIVATION AND CONFORMITY ON EXPERIENCE VALUE AND INTENTION TO ATTEND: A CASE OF PARTICIPANTS IN THE RUNNING EVENT

Long-Yuan, Lee
Cheng Shiu University, Kaohsiung City, Taiwan
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Abstract
This study adopts lifestyle, participated motivation, and conformity as variables affect-ing perceived experience value, and using behavioral intention as a service evaluation, trying to establish a clear relationship between variables. The results indicated that per-ceived experience value would be affected by lifestyle and conformity. Lifestyle has a significantly direct impact on participated motivation. Intention to attend is deeply in-fluenced by perceived experience value and participated motivation. The conformity is affected by various dimensions of participated motivation. Implications and suggestions are provided, and would be meaningful contribution for event marketers to improve quality of consumer relationship.

Keywords: Event marketer; Lifestyle; Conformity; Intention to Attend

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