Research Article
The Effect of XYZ Virtual Event Transformation into Revisit Intention
@INPROCEEDINGS{10.4108/eai.27-7-2021.2316821, author={Ausy Alayya Ilmi and Fitri Aprilianty}, title={The Effect of XYZ Virtual Event Transformation into Revisit Intention}, proceedings={Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2022}, month={3}, keywords={festival value overall satisfaction revisit intention virtual event attributes virtual event experience}, doi={10.4108/eai.27-7-2021.2316821} }- Ausy Alayya Ilmi
Fitri Aprilianty
Year: 2022
The Effect of XYZ Virtual Event Transformation into Revisit Intention
ICE-BEES
EAI
DOI: 10.4108/eai.27-7-2021.2316821
Abstract
The COVID-19 pandemic has severely impacted various industries. The events industries, in which its main product is mostly offline events, force the event businesses to adapt to a new model of their product—virtual events, as a form of innovation for its survival and development at the same time. Since virtual events were not expected back before the pandemic, this new format is still rarely studied, specifically regarding the consumer's revisit intention of the renowned offline entertainment event that shifts into online. In response to this situation, this research will be conducted with a primary purpose to assess the effect of virtual event attributes on overall visitor experience, which, in turn, affects satisfaction and loyalty towards one of the renowned virtual entertainment events. Two approaches are used in this study; the qualitative approach will be conducted by the interview, while the quantitative approach will be performed by using surveys. This research uses open coding, descriptive statistics, and PLS-SEM to analyze the data in generating the data. As a result, this research can identify factors affecting virtual event experience and, eventually, revisit intention. The result shows that three of the virtual events attribute positively influence the virtual event experience. Along with the festival value, it strongly affects the overall satisfaction and revisits intention.
