Preparing an exhibition in the post-pandemic era: Evidence from an O2O-based exhibition of B2B firms

Abstract

This study investigates an O2O-based exhibition, and specifically examines how the perceived trust toward the online exhibition affects the offline exhibition based on the trust transfer theory. To solve this research question, a survey was administered in the Korea Machinery Fair (KOMAF) exhibition from October 22 to October 25, 2019. A total of 205 responses from the participants of B2B firms were analyzed, and the results indicated that participants' perceived trust from the online influencers, including the O2O platform, organizer, and exhibitors, positively influenced online satisfaction. An increased online trust-satisfaction also positively affected offline value-satisfaction toward the exhibition consisting of reduced perceived risk as well as utilitarian, hedonic, and social value. Finally, the online and offline satisfaction of B2B firms toward the exhibition helped increase O2O loyalty in the Exhibition.