earticle

영어

This study aims to examine the effects of key elements of exhibitors’ satisfaction on positive behavior intention in the metaverse environment of a trade show context. We set word of mouth and willingness to return as predictive behavioral intention regressed by satisfaction - satisfaction with selfperformance and satisfaction with metaverse environment (immersion), in detail. To collect data, a virtual metaverse trade show environment is created based on Gather Town, a metaverse platform for conference meetings. This work-inprogress paper contains detail information on research motivation, hypotheses, environment settings, and empirical study plans. Data will be collected from multiple companies participating in the International Sourcing Fair 2021 in Seoul. We expect that this study will introduce a new way of predicting exhibitor’s business innovation through the application of metaverse trade shows without any hurdle of the Pandemic.