Mediating effect of visitors' event experiences in relation to event features and post-consumption behaviors.

• Main Authors: Norazirah, Ayob, Nabsiah, Abd. Wahid, Azizah, Omar
• Format: E-Article
• Language: English
• Published: Routledge 2013
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/7103/1/Mediating%20effect%20of%20visitor%E2%80%99s%20event%20experiences%20in%20relation%20to%20event%20features%20and%20post-consumption%20behaviors%28abstract%29.pdf; http://ir.unimas.my/id/eprint/7103/; http://www.cabdirect.org/abstracts/20133381389.html?freeview=true

A special event is an important experiential product that depends heavily on its ability to produce ranges of sensations, imaginative responses, emotions, and involvement within its consumers. Hence, a special event requires special consideration when conceptualizing and measuring the event outcome based on experiential perspective. The aim of this study is to examine the mediating effect of visitors’ event experiences in relations to event features and post-consumption behaviors. Survey data were collected at a public community event in Malaysia. Findings revealed that visitors’ event experiences fully mediate the relationship between event features and post-consumption behaviors (overall satisfaction and future intention).