Examining the Impact of Immersive Technology Display on Exhibition Attendees' Satisfaction

One of the fastest growing trends in exhibitions is the utilization of immersive technology displays (hereafter, “immersive displays”), which provide an enhanced level of user interaction and allow visitors to have new and dynamic experiences. While the majority of existing studies focus on exploring technical designs for immersive displays, there are a limited number of studies that examine whether there exists a correlative relationship between an exhibitor’s use of immersive display technology and the satisfaction of exhibition attendees who experience the same. The purpose of this study is to examine the relationship between exhibitors’ immersive displays and exhibition attendees’ satisfaction. Specifically, this study will investigate exhibition attendees’ perceptions of the attributes of immersive displays and their respective impact on attendees’ overall satisfaction. The results reveal a pronounced impact, as over 75% of respondents answered positively to their experiences with interacting with immersive technology. Analysis of data collected from attendees also revealed the relationships between aspects of immersive displays and various demographics. This study seeks to examine such data to contribute to exhibition research on how exhibitors should prepare their exhibition displays to enhance the experiences of attendees by utilizing the various types of immersive displays.