Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences

Souha Al-Geitany (), Hasan Yousef Aljuhmani, Okechukwu Lawrence Emeagwali and Elsie Nasr
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Souha Al-Geitany: Department of Business, Girne American University, North Cyprus Via Mersin 10, Kyrenia 99320, Turkey
Hasan Yousef Aljuhmani: Faculty of Business and Economics, Centre for Management Research, Girne American University, North Cyprus, Via Mersin 10, Kyrenia 99428, Turkey
Okechukwu Lawrence Emeagwali: Business Management Department, Girne American University, North Cyprus Via Mersin 10, Kyrenia 99320, Turkey
Elsie Nasr: Business Management Department, Girne American University, North Cyprus Via Mersin 10, Kyrenia 99320, Turkey

Sustainability, 2023, vol. 15, issue 11, 1-23

Abstract: This study investigated the impact of perceived interactivity on behavioral intention in the context of virtual conferences in the post-COVID-19 era. With academic conferences moving exclusively online due to the pandemic, there is a gap in the literature regarding attendees’ attitudes and perceived benefits regarding these events. This study developed the technology acceptance model (TAM) by treating perceived conference interactivity as the antecedent construct of the TAM. The moderating role of self-congruity and the mediating effect of perceived quality were also studied to understand the behavioral intention of attending future virtual conferences. Using partial least squares structural equation modeling (PLS-SEM), a sample of 327 academic staff members in Lebanon was analyzed. Our study found that perceived interactivity and quality both positively influenced behavioral intentions. Additionally, perceived interactivity was positively associated with the perceived quality of virtual conferences, and self-congruity further strengthened this relationship. Our study also revealed that perceived quality mediates the relationship between perceived interactivity and behavioral intention to attend future virtual conferences. This study fills a gap in the literature by examining the impact of perceived interactivity and quality on behavioral intention toward virtual conferences in the post-COVID-19 era. Our findings provide insights into consumer behavior at virtual conferences and can contribute to the development of the TAM via an exploration of its applicability in the context of online events.

Keywords: virtual conferences; online events; post-COVID-19 era; perceived interactivity; perceived quality; self-congruity; behavioral intention; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:11:p:8600-:d:1155665

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