An Approximation of Trade Show Exhibitors’ Behavioral Intentions in Fuzzy Environment

Year 2019, Volume: 4 Issue: 1, 16 - 43, 30.04.2019

Feride Bahar Işın Kumru Didem Atalay , Ayşegül Alagöz , İrem Sevindik

https://doi.org/10.31201/ijhmt.523920

Abstract

The study
has two objectives mainly to estimate exhibitors’ satisfaction with
self-performance, the organizers, and visitors to a trade show, which
determines the behavioral intentions of exhibitors, thus providing the
organizers with feedback on the perceptions and behavioral intentions of
exhibitors and to use the fuzzy Likert scale method to overcome the
shortcomings of the Likert scale and enhance its use in the social sciences. The sample included 396 managers who had participated
in international trade shows. Fuzzy logic was adopted using
linguistic terms to evaluate the satisfaction and intentions of the exhibitors
to construct the regression model. Variables relating to satisfaction with
self-performance, the organizers, and visitors were found to have a positive
effect on the behavioral intentions of the exhibitors. Using fuzzy logic, the
discrete ordinal variable was transformed into a continuous variable and its
semantic meaning was preserved.

Keywords

fuzzy Likert scale, multiple regression method, exhibitors

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