The Antecedents and Effects of Information Technology Usage on Trade Show Performance

The advancements in information technology have raised concerns about the future of trade shows as a marketing tool. Whilst these advancements present threats and opportunities, research examining the integration of information technology into trade show activities is sparse. This is despite the vital role of information technology in initializing and developing international b2b relationships. Employing a questionnaire-based survey with aviation industry professionals, this study examines the antecedents and effects of web integration into trade shows. The data were analysed using partial least squares structural equation modeling. The findings demonstrate significant impact of IT usage on the performance of trade shows, at different stages. The results have managerial implications for adopting internet-based tools during trade shows.