Consumer fairs for jewellery : a study of which factors that influence the attitude and intention of consumers to visit a consumer fair for jewellery

摘要

This study seeks to explore which factors that influence the attitude and intention ofconsumers to visit a consumer fair for jewellery, and investigate whether there existdifferences between the genders. The results of this study can help managers understandwhich factors that attract visitors to the fair, and provide guidelines regarding focal areas inpromotional efforts.A theoretical adoption theory, the Theory of Reasoned Action, was modified to structure therelationship between influential factors and the attitude and intention to visit a consumer fairfor jewellery. One qualitative study and two quantitative studies were carried out to revealwhich factors that matter to consumers when forming attitudes and intention to visit the fair.The results show that the marketing of the fair and the influence and initiative of peers havesignificant influence on both attitude and intention, while also past behaviour regardingjewellery and the price of the entry-ticket significantly influence intention. These results arebased on all respondents. Furthermore, the results indicate that men and women areinfluenced by different factors, such as the marketing of the fair being a stronger influenceon female respondents, while men are strongly affected by the influence and initiative ofpeers. Theoretical and managerial implications are discussed at the end of the thesis,providing managers with an understanding of how to attract visitors.