Determining Factors Affecting Behavioral Intention to Organize an Online Event during the COVID-19 Pandemic

Poonyawat Kusonwattana, Yogi Tri Prasetyo (), Stefanus Vincent, Jefferson Christofelix, Aryadaksa Amudra, Hazel Juan Montgomery, Michael Nayat Young, Reny Nadlifatin and Satria Fadil Persada
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Poonyawat Kusonwattana: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Yogi Tri Prasetyo: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Stefanus Vincent: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Jefferson Christofelix: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Aryadaksa Amudra: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Hazel Juan Montgomery: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Michael Nayat Young: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Reny Nadlifatin: Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Satria Fadil Persada: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia

Sustainability, 2022, vol. 14, issue 20, 1-15

Abstract: An online event, such as an online concert or online graduation, has been widely utilized as one of the solutions to connect people during the COVID-19 pandemic. The purpose of this study was to determine factors affecting behavioral intention to organize an online event during the COVID-19 pandemic by integrating Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). Overall, 366 sets of data were collected from respondents through a convenience sampling approach from several social media platforms. They were asked to fill the online questionnaire which had 40 questions under 8 segments. Structural equation modeling (SEM) showed that hedonic motivation was found to have the strongest effect on attitude, which subsequently led to behavior intention. In addition, online event promotion and perceived usefulness were also found to have significant effects on attitude, which also subsequently led to behavior intention. This study is one of the first studies that explored the behavioral intention to utilize an online event during the COVID-19 pandemic. The findings would be beneficial mainly for online event organizers, particularly for enhancing the online event performance based on the contributing factors. Additionally, this study could act as a stepping stone to help future researchers understand online event better. Finally, the technology acceptance model and theory of planned behavior in this study can be extended for exploring the acceptance of an online event worldwide.

Keywords: online event; technology acceptance model; theory of planned behavior; hedonic motivation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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