The Relationships among Business Event Legibility, Emotions and Behavioral Intentions
Deniz Yüncü

Abstract
This research built a conceptual model to show how attendances’ perceptions of event legibility influence behavioral intentions through emotions in the seminar as a business event. An Mehrabian-Russells’ PAD model was proposed to explore the linkages between customers’ perceptions and emotions (pleasure, arousal and dominance) and between customers’ emotional states and behavioral intentions. Structural equation modeling was employed to test the causal relationships among the hypothesized relationships. Based on customer surveys, the findings are that organizational clarity had significant effects on the attendance pleasure while way finding and devices had significant effect on attendances pleasure and dominance. In addition, pleasure and dominance had significant effect on behavioral intentions.

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