Virtual trade shows: An academic perspective.

Now we have discussed what virtual trade shows are, and the advantages and disadvantages of this platform for events, we shall have a look at what is currently being said by academics researching this method of delivering events.  

Pearlman and Gates (2010) begin this discussion by commenting on how, as mentioned in the previous post, innovation is critical for survival in many industries and this is leading to businesses adopting information technology solutions to meet this demand. However they go on to speculate that the use of virtual reality within business "looks promising; however widespread adoption may be years away." It is of interest that academics are predicting that the general acceptance and adoption of this platform, which holds so many advantages, is possibly years away. One could contemplate that the adoption of technology and internet in the past has been a fast paced process with people around the world thirsty for each and every new product or service relating to technology, so why should this new innovation be slow to catch on? We could look back to the previous blog where the disadvantages of virtual trade shows were discussed and perhaps conclude that one, or more, of the listed reasons is to blame for a lack of interest. For example there are concerns around the ease of use for both parties, especially should the user not be too familiar with computers or the internet. However Shen and Eder (2009) conducted a study exploring intentions to use the virtual world for business and obtained some interesting insights. Results showed that instead of concerns surrounding the ease of use, which conversely showed no significant effect, perceived usefulness and enjoyment had the most substantial impact towards intentions to use a virtual world for business events. Do these results show a link between online activity and the requirement of enjoyment to be present in this area? Afterall it would be unsurprising as many of us use the internet for enjoyment as well as studying or work, so it understandable that enjoyment should be a pre-requisite for the use of virtual worlds for business. Therefore this leads to wondering if the stigmas of perceived boredom and dullness in real world trade shows will be left behind and replaced by a highly entertaining and engaging virtual trade show which still fulfils many of the 'real world' objectives of a trade show. Could this be a 'best of both worlds' solution?

References



Pearlman, D. and Gates, N. (2010) Hosting Business Meetings and Special Events in Virtual Worlds: A Fad or the Future?, Journal of Convention and Event Tourism, 11 (4), p.247-265 [Online]. Available at: Taylor & Francis Online. (Date Accessed: 22nd April 2013)

Shen, J. and Eder, L. (2009) Exploring Intentions to use virtual worlds for business, Journal of Electronic Commerce Research, 10 (2), p.94-103 [Online]. Available at: http://www.csulb.edu/journals/jecr/issues/20092/paper3.pdf (Date Accessed: 22nd April 2013)