Serial numbers

hypotheses contents

Results

H1

Atypical visitors’ interactive learning with exhibition organizers has a significantly positive impact on experience value.

not-supported

H2

Atypical visitors’ interactive learning with exhibitors has a significantly positive impact on experience value.

supported

H3

Atypical visitors’ interactive learning with other visitors has a significantly positive impact on experience value.

supported

H4

Experience value has a significantly positive impact on brand awareness.

supported

H5

Experience value has a significantly positive impact on brand’s perceived quality.

supported

H6

Experience value has a significantly positive impact on brand loyalty.

supported