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

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  • Poonyawat Kusonwattana

    (School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
    School of Graduate Studies, 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
    International Program in Engineering for Bachelor, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan
    Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan)

  • 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)

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.

Suggested Citation

  • Poonyawat Kusonwattana & Yogi Tri Prasetyo & Stefanus Vincent & Jefferson Christofelix & Aryadaksa Amudra & Hazel Juan Montgomery & Michael Nayat Young & Reny Nadlifatin & Satria Fadil Persada, 2022. "Determining Factors Affecting Behavioral Intention to Organize an Online Event during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:20:p:12964-:d:938598
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    References listed on IDEAS

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    1. Souha Al-Geitany & Hasan Yousef Aljuhmani & Okechukwu Lawrence Emeagwali & Elsie Nasr, 2023. "Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    2. Yanlong Guo & Xueqing Ma & Denghang Chen & Han Zhang, 2022. "Factors Influencing Use of Fitness Apps by Adults under Influence of COVID-19," IJERPH, MDPI, vol. 19(23), pages 1-17, November.

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