The effect of exhibition visitor's booth experience on Psychological Ownership & Purchase Intention

This study investigates the relationship between booth experiences & visitors’ purchase intentions, using Psychological Ownership as a mediating variable. Psychological ownership is conceptualized with three preconditions: exercise of control, coming to know intimately, & self-investment. Data were collected from 257 valid samples at an exhibition held in November 2019, where visitors engaged in various booth experiences. SPSS 25.0 & Smart PLS 4.0 were used to conduct reliability tests, exploratory & confirmatory factor analyses & structural equation modeling. The results indicate that only self-investment significantly influenced psychological ownership, while the exercise of control & coming to know intimately did not show significant effects. Additionally, psychological ownership was found to have a significant positive effect on visitors’ purchase intentions. These findings suggest that exhibitors should create experiences encouraging self-investment to enhance visitors’ psychological ownership, thereby increasing product purchase intentions. This study provides practical implications for exhibitors & organizers, offering a foundation for further research on experiential marketing strategies in exhibitions.