Booth Attractiveness Scale

Abstract

The Booth Attractiveness Scale, developed by Wang et al. (2023), is an 18-item instrument designed to quantify the attractiveness of trade show booths at various expositions. The scale’s development followed a rigorous multi-study approach, drawing inspiration from Churchill (1979). Initially, a pool of 30 items was gathered from existing research across four dimensions (e.g., Bitner, 1992; Bloch et al., 2017; Gilliam, 2015; Gopalakrishna & Lilien, 1995; Jung, 2005; Milner, 2009; Tafesse & Korneliussen, 2012; Wang & Lang, 2019). Following focus group discussions and an assessment of face validity by industrial experts, the item count was reduced to 22. Subsequent pilot studies, along with exploratory and confirmatory factor analyses, ultimately led to an 18-item scale structured around six distinct factors. The instrument was validated using a sample of adults from China who had made purchases at one of three trade expositions. Confirmatory factor analysis provided strong support for the 18-item, six-factor model. Comprehensive results regarding composite reliability, as well as convergent and discriminant validity, were also reported.

Keywords

Booth Advertising Materials, Booth Decoration, Booth Layout, Booth Location, Booth Staff, Both-Released Psychological Stimuli, Composite Reliability, Trade Expositions, Trade Shows

Authors

Wang, Jingya; Wang, Yao-Chin; Zhang, Lu; Fu, Rachel J. C.

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Purpose

The primary purpose of the Booth Attractiveness Scale is to effectively measure and evaluate the attractiveness of trade show booths within the context of trade expositions and similar events.

Validity

Convergent and Discriminant Validity: The scale demonstrates robust convergent and discriminant validity. The average variance extracted (AVE) values for all factors were found to be greater than 0.53, exceeding the recommended threshold (Hair et al., 2006). Furthermore, adequate discriminant validity was established, as the correlation coefficients between factors were consistently lower than the square root of each factor’s AVE, as per the guidelines of Fornell & Larcker (1981).

Reliability

Composite Reliability: The Booth Attractiveness Scale exhibits high levels of reliability. The composite reliabilities for all six factors were reported to be higher than 0.69, indicating strong internal consistency and dependability of the measures.

Factor Analysis

Confirmatory Factor Analysis (CFA): The 18-item, six-factor model was rigorously tested using confirmatory factor analysis with maximum-likelihood estimation. The CFA results showed a satisfactory model fit, indicated by the following statistics: χ2 = 198.31, df = 116, with a χ2/df ratio of 1.71 (p < .01). Other fit indices also supported the model: comparative fit index (CFI) = .93, Tucker–Lewis index (TLI) = .91, standardized root mean squared residual (SRMR) = .07, and root mean square error of approximation (RMSEA) = .07 (Kline, 2011). The factor loadings for all items ranged from 0.46 to 0.91, and all were statistically significant at p < .01, further supporting the strong relationship between the items and their respective factors.

Instrument: Booth Attractiveness Scale

Test Type: Original
Format: The scale employs a 5-point Likert scale, with response options ranging from “strongly disagree” (1) to “strongly agree” (5).
Language Available: English
Population Group: Human; Male; Female
Age Group: Adulthood (18 years and older)
Population Details: The instrument was validated on a sample of adults who had made a purchase at one of three trade expositions in China.
Test Methodology: The development and validation of the Booth Attractiveness Scale involved several robust psychometric methodologies, including Test Validity (Convergent Validity, Discriminant Validity), Test Reliability (Internal Consistency), Factor Analysis (Confirmatory Factor Analysis, Exploratory Factor Analysis), and Structural Equation Modeling.
Number of items: This measure consists of 18 items.
Factors and Subscales: The scale is structured around six distinct factors, representing key dimensions of booth attractiveness:

• Booth decoration

• Booth staff

• Booth advertising materials

• Booth-released psychological stimuli

• Booth layout

• Booth location

Keywords

Advertising; Consumer Attitudes; Consumer Behavior; Retailing; Sales Personnel; Consumer Measures

Authors

• Wang, Jingya

  • Affiliation: Xiamen University

  • Email address: [email protected]

  • Correspondence Address: [email protected]

• Wang, Yao-Chin

  • Author ORCID Identifier: 0000-0001-7949-7977

  • Affiliation: University of Florida

  • Email address: [email protected]

• Zhang, Lu

  • Author ORCID Identifier: 0000-0001-7408-193X

  • Affiliation: Michigan State University

  • Email address: [email protected]

• Fu, Rachel J. C.

  • Affiliation: University of Florida

  • Email address: [email protected]

Permissions & Fee and Test Year

Permissions: To obtain permission to use the Booth Attractiveness Scale, contact the Corresponding Author.
Commercial Use: No
Fee: No
Test Year: 2023

References

Wang, J., Wang, Y.-C., Zhang, L., & Fu, R. J. C. (2023). Booth attractiveness: Scale development and model testing from a mental budgeting perspective. Journal of Hospitality & Tourism Research, 47(7), 1136–1160. doi:10.1177/10963480211070031

Items of the Booth Attractiveness Scale

No data is Available