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 |