Extrinsic and intrinsic motivation for using a booth recommender system service on exhibition attendees’ unplanned visit behavior

• We model on exhibition attendees’ unplanned visit behavior using booth recommendation systems (BRS) service.
• We conduct a partial least square (PLS) analysis of the causal effect for proposed research model.
• Escape, attraction are significant antecedents of usefulness and threats to freedom of choice.
• Only the perceived usefulness of BRS service directly mediated on the unplanned booth visit behavior.

Our study on unplanned behavior theory examines the effect of the booth recommender system (BRS) service on exhibitions arising from either extrinsic or intrinsic motivation. Previous studies have ignored the importance of the unplanned behavioral effectiveness through a BRS service that joins extrinsic and intrinsic motivations to deliver unexpected outcomes at exhibitions. In this paper, we propose a model for the impact of BRS service in which the perception of usefulness and the threats to freedom of choice mediate the effect of both extrinsic and intrinsic motivation on unplanned booth visit behavior. We collected data from 101 exhibition visitors and analyzed the data using the partial least squares (PLS) method. Our findings indicate that intrinsic motivations (escape, event attractions) are significantly related to both the perceived usefulness of the BRS service and the threats to freedom of choice, while extrinsic motivation (information gain) were not significantly related to those characteristics. The perceived usefulness of the BRS service directly mediates the effect of escape and event attractions on unplanned booth visit behavior. The results and implications of these findings are further discussed in the paper.