Abstract
The developments in information technology have enabled mega events to be experienced beyond their geographical location, but there is still a limited understanding of customers’ online experiences. The purpose of this study was to examine online event experiences and its subsequent effects on customers’ future behavioural intentions. Using a sample of 1,726 participants from four countries (United States, United Kingdom, Brazil and South Africa), a structural equation model was conducted with SmartPLS. Results indicate that online content engagement and effective communication influence a custumer’s online experience and behavioural intentions in all countries
| Original language | English |
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| Title of host publication | QUIS16: International Research Symposium on Advancing Service Research and Practice |
| Publication status | Published - Jun 2019 |
| Event | 16th International Research Symposium on Advancing Service Research and Practice, QUIS16 - Karlstad, Sweden Duration: 10 Jun 2019 → 13 Jun 2019 |
Conference
| Conference | 16th International Research Symposium on Advancing Service Research and Practice, QUIS16 |
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| Country/Territory | Sweden |
| City | Karlstad |
| Period | 10/06/19 → 13/06/19 |