Factors Affecting Consumers’ Attitude and Intentions Toward Online Events During the COVID-19 Pandemic

Otilia-Elena Platon (), David-Florin Ciocodeică (), Margareta-Stela Florescu (), Ştefan Claudiu Căescu () and Olguţa-Anca Orzan ()
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Otilia-Elena Platon: Bucharest University of Economic Studies
David-Florin Ciocodeică: Bucharest University of Economic Studies
Margareta-Stela Florescu: Bucharest University of Economic Studies
Ştefan Claudiu Căescu: Bucharest University of Economic Studies
Olguţa-Anca Orzan: University of Medicine and Pharmacy “Carol Davila”

A chapter in Digitalization and Big Data for Resilience and Economic Intelligence, 2022, pp 171-182 from Springer

Abstract: 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.

Keywords: COVID-19; Online events; Event marketing (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-93286-2_13

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DOI: 10.1007/978-3-030-93286-2_13

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