| The main purpose of this study is to evaluate appropriate quality factors of trade show websites as a marketing communication tool. These factors will be compared by measuring the impact on user satisfaction in the specific view of trade show attendees. This study also investigates what content items are effective in trade show websites.; An online survey was designed and distributed via email in March 2006. In total, 369 responses were collected from the attendees of the World Tea Expo. The data was analyzed using multiple regression analysis. The findings indicated that the four proposed website quality factors were significantly related to the overall user satisfaction. The data further indicated which content items were important to their satisfaction about the website. |
