Exhibitor Loyalty Through Trust, Participation and Citizenship Behaviors – Moderating Effect of First-Time and Repeat Exhibitors

This study examines the relationships between the variables “trust,” “participation,” “citizenship behaviors,” and “loyalty.” It also identifies the moderating effect of “exhibitor frequency at exhibitions.” Analyzing data from 240 exhibitors at major business-to-business (B2B) exhibitions in Seoul, Korea, the study found that “trust” positively influenced “participation,” “citizenship behaviors,” and “loyalty,” with “citizenship behavior” being the only significant predictor of “loyalty,” supporting four of six proposed hypotheses derived from social exchange theory. Additionally, exhibitors who attended more than twice demonstrated more proactive behavior and greater loyalty based on trust, thereby reinforcing exhibitor frequency as a moderating variable. These findings provide a theoretical basis and practical recommendations for exhibition promotion in the MICE (Meeting, Incentives, Conferences, Exhibitions) context.