The Influence of Buyer Needs on Trade Show Effectiveness and Post-Show Purchase Intention in an Emerging Market: From a Literature Review to an Evaluation Framework

This review article investigates the influence of buyer motivation on perceived trade show (TS) effectiveness and post-show (PS) purchase intention, with particular emphasis on emerging markets. It draws upon Maslow’s Hierarchy of Needs, Alderfer’s ERG Theory, Herzberg’s Two-Factor Theory, Sheth’s industrial buyer behaviour model, Lemon and Verhoef’s customer experience framework, and Edelman and Singer’s Loyalty Loop to construct a comprehensive, buyer-centred perspective on TS outcomes. The literature synthesis demonstrates that buyer needs, including safety and security, belonging, and self-esteem, shape both at-show and PS experiences, which subsequently affect trust, loyalty, and purchasing decisions. The article further argues that researchers should conceptualise TS effectiveness as a dynamic process encompassing pre-show, at-show, and PS interactions rather than treating it as a single-event outcome. A significant contribution of this review is the introduction of a buyer-centred TS effectiveness evaluation framework that connects buyer needs to observable TS activities and PS purchase intention. Additionally, the review identifies the contextual limitations of classical motivation theories in emerging markets and recommends adapting them to reflect cultural and infrastructural conditions better