Abstract
For the events industry, the measures imposed in order to prevent the spread of Coronavirus have generated indefinite postponement or cancellation of many types of events, and event organizers started to relocate their activities online. It is necessary to measure and evaluate the impact of the COVID-19 pandemic on the events industry from the consumers’ perspective. An online survey on a sample of 423 respondents was conducted in this regard. The research aimed to validate a structural model created in order to identify the influence of the COVID-19 pandemic and other factors of influence on the consumers’ attitudes and intentions toward online events. The proposed conceptual model was tested and validated using the specific methodology of structural equation modeling (SEM). The research results could be used by event organizers to meet consumer needs, to overcome the obstacles, and to improve the format and the deployment of online events.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Crowther, P.: Marketing event outcomes: from tactical to strategic. Int J. Event Festiv. Manag. 2(1), 68–82 (2011)
Davis, F.D.: Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Q. 13(3), 319–340 (1989)
Filo, K., Lock, D., Karg, A.: Sport and social media research: a review. Sport Manag. Rev. 18(2), 166–181 (2015)
Fishbein, M., Ajzen, I.: Belief, attitude, intention and behaviour: an introduction to theory and research. Reading, MA, Addison-Wesley (1975)
Harb, A.A., Fowler, D., Chang, H.J., Blum, S.C., Alakaleek, W.: Social media as a marketing tool for events. J. Hosp. Tour. Technol. 10(1), 28–44 (2019)
Klaus, P., Maklan, S.: Bridging the gap for destination extreme sports: a model of sports tourism customer experience. J. Mark. Manag. 27(13), 1341–1365 (2011)
Kotler, P., Keller, K.L.: Marketing Management, 13th edn., p. 46. Prentice-Hall, Englewood Cliffs, NJ (2009)
McGillivray, D.: Digital cultures, acceleration and mega sporting event narratives. Leis. Stud. 33(1), 96–109 (2014)
Moise, D.: Marketingul si managementul evenimentelor [Events marketing and management], ASE, Bucharest (2014)
Moise, D., Georgescu, B.: Zgură, D: Strategies for interactive communication, with external and internal stakeholders, in events’ marketing. Proc. Soc. Behav. Sci. 46, 5361–5365 (2012)
Morgan-Thomas, A., Veloutsou, C.: Beyond technology acceptance: brand relationships and online brand experience. J. Bus. Res. 66(1), 21–27 (2013)
Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Iosifidis, C., Agha, M., Agha, R.: The socio-economic implications of the coronavirus pandemic (COVID-19): a review. Int. J. Surg. 78, 185–193 (2020)
Ozili, P.K., Arun, T.: Spillover of COVID-19: impact on the global economy. In: SSRN, https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3562570 (2020). Last Accessed 05 Nov 2020
Roerdink, M., Coolen, B.H., Clairbois, B., Lamoth, C.: Online gait event detection using a large force platform embedded in a treadmill. J. Biomech. 41(12), 2628–2632 (2008)
Su, H., Zhang, H., Liang, Y., Mu, Y.: Online event-triggered adaptive critic design for non-zero-sum games of partially unknown networked systems. Neurocomputing 368, 84–98 (2019)
Su, H., Zhang, H., Sun, S., Cai, Y.: Integral reinforcement learning-based online adaptive event-triggered control for non-zero-sum games of partially unknown nonlinear systems. Neurocomputing 377, 243–255 (2020)
TrendHunter: https://www.trendhunter.com/protrends/virtual-events (2020). Last Accessed 01 Nov 2020
WHO Coronavirus: (COVID-19) Dashboard, https://covid19.who.int/ (2021). Last Accessed 17 Sept 2021
Zhang, X., Ghorbani, A.A.: An overview of online fake news: characterization, detection, and discussion. Inf. Process. Manage. 57, 10–15 (2020)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Platon, OE., Ciocodeică, DF., Florescu, MS., Căescu, Ş.C., Orzan, OA. (2022). Factors Affecting Consumers’ Attitude and Intentions Toward Online Events During the COVID-19 Pandemic. In: Dima, A.M., Kelemen, M. (eds) Digitalization and Big Data for Resilience and Economic Intelligence. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-93286-2_13
Download citation
DOI: https://doi.org/10.1007/978-3-030-93286-2_13
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-93285-5
Online ISBN: 978-3-030-93286-2
eBook Packages: Economics and FinanceEconomics and Finance (R0)