VIRTUAL VS FACE-TO-FACE EVENTS: THE EFFECTS OF EVENT TYPE ON ATTENDEES’ ATTITUDES AND BEHAVIORAL INTENTIONS

Abstract

The recent situation with COVID-19 led to significant changes in the event industry and forced event planners to organize virtual events. However, virtual events are lacking social interactions and are characterized by lower levels of engagement. This study aims at exploring relationships between event types and attendees’ behavioral intentions using experimental design. The measurement model fit and constructs’ validity were assessed with Confirmatory Factor Analysis, while the study hypotheses were tested with the Structural Equation Modelling. The results demonstrate that event types have significant effects on attendees’ risk perceptions that influence attendees’ visit intentions. The study also revealed significant moderating effects of attendees’ age on the relationship between event type and visit intentions. The study provides important theoretical and managerial implications by introducing new factors affecting attendees’ behavioral intentions amid the COVID-19 pandemic, describing the relationship between risk perceptions and attendees’ behavioral intentions, and providing practical recommendations for event planners.