The aim of this study is to examine the impact of perceived special event quality on perceived value and behavioural intentions. Specifically, it was proposed that attendees' perceived special event quality has direct and indirect effects on behavioural intentions through the mediating role of social value, economic value and emotional value.,A self-administered, onsite survey was deployed to gather the data to formulate the hypothesised relationships in this study. Data collection also included event-intercepted panel surveys, conducted with actual consumers who attended the Agricultural and Cultural Fair. The surveys were distributed and conducted during the afternoon and early evenings at the event area and exit point of the event. In total, 250 questionnaires were distributed to domestic visitors and 176 respondents completed the survey.,The study found the perceived quality of the special event directly impacted social value, economic value, emotional value and behavioural intentions. The results also indicated that social value and emotional value had significant effects on behavioural intentions. Further, this study found that both social value and emotional value components mediated the relationship between perceived quality of the special event and behavioural intentions. These results confirmed the existence of a perceived-quality-value-behavioural intentions chain.,There are some key limitations including the sample size in this study was relatively small and all the respondents were domestic attendees, providing findings specific to one culture only. In term of implications, the results offer event organisers holistic insights into elements to be adopted as the foundation for special event consumption. It helps event organisers to build upon customer choice behaviour, which can be employed to effectively cultivate more attendees for the special events.,This is the first study that examined the extent to which attendees' perceived quality of a special event influenced their perceived values in Agricultural and Cultural Fair which is a special event held each year in the major city of Khon Kaen in the northeast region in Thailand.

中文翻译：

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在泰国调查特殊事件的感知质量及其对感知价值和行为意图的影响

这项研究的目的是检查感知到的特殊事件质量对感知到的价值和行为意图的影响。具体而言，提出了与会者对特殊事件的感知质量，通过社会价值，经济价值和情感价值的中介作用，对行为意图具有直接和间接的影响。开展了一项自我管理的现场调查，以收集数据以制定本研究中的假设关系。数据收集还包括对参加农业和文化博览会的实际消费者进行的事件拦截小组调查。调查是在下午和傍晚在活动区域​​和活动出口处分发和进行的。总共向国内访问者分发了250份问卷，有176位受访者完成了调查。研究发现，特殊事件的感知质量直接影响社会价值，经济价值，情感价值和行为意图。结果还表明，社会价值和情感价值对行为意图有显着影响。此外，这项研究发现，社会价值和情感价值成分都介导了特殊事件的感知质量与行为意图之间的关系。这些结果证实了感知的质量-价值-行为意图链的存在。有一些关键限制，包括本研究的样本量相对较小，所有受访者均为国内参与者，仅提供一种文化特定的发现。就影响而言，结果为活动组织者提供了对将被用作特殊活动消费基础的元素的全面见解。它可以帮助活动组织者建立客户选择行为，从而可以有效地为特殊事件培养更多的参与者。这是第一项研究，它考察了参与者对特殊事件的感知质量在多大程度上影响了他们的感知价值。农业文化博览会是每年在泰国东北部地区的主要城市孔敬举行的特别活动。