ارزیابی فعالیت های همکاری ایجاد ارزش در نمایشگاه ها: تجزیه و تحلیل عدم تقارن اثر

The goal of this study is to assess the symmetric and asymmetric effects of value co-creation activities performed by exhibitors that affect their satisfaction and dissatisfaction with exhibitions. This study encompasses two types of value co-creation activities: participation and partnership activities. An enhanced impact-asymmetry analysis method is introduced to identify the three-factor structure of satisfaction for participation and partnership value co-creation activities in exhibitions. The results of analyzing 437 exhibitors surveyed at four exhibitions in Macao indicate that ‘engagement’ is a delighter; ‘information sharing’ is a satisfier; ‘information seeking’ and ‘resolving conflict’ are dissatisfiers; and ‘responsibility’, ‘situational awareness’, ‘knowledge transfer’, and ‘commitment’ are hybrids. These findings assist exhibition organizers in formulating co-creation strategies to increase the value of their exhibitions. This study also enriches our knowledge of the theory of value co-creation using the three-factor theory.