The Effects of Consumer Innovativeness and Market Mavenism on Intention to Visit Expo 2025

Abstract

This study aims to clarify how personal characteristics influence the intention to visit Expo 2025 in Osaka, Japan. Specifically, this study focuses on the concepts of consumer innovativeness and market mavenism, which are related to cutting-edge consumers, as the world Expo is an event where people can expect to experience new technologies, products, and services. Multiple regression analysis using data from a web-based questionnaire survey of consumers in urban areas around Tokyo and Osaka confirms that consumer innovativeness and market mavenism had a positive effect on the intention to visit Expo 2025. This study also analyzes the daily information search behavior of consumers with high consumer innovativeness and market mavenism. They were tended to use television and portal sites the most. These results can provide useful insights for marketers worldwide involved in Expo events.

Keywords

• consumer innovativeness
• market mavenism
• mega-event