Research On The Impact Of Interaction And Value Co-creation Between Exhibitors And Attendees On The Exhibition Performance

The exhibition is an organizational gathering for interaction as well as relationship-type activities to promote the reasonable flow of various kinds of resources among individuals,following the exchange and interaction between the individuals is the core source of its value creation,also closely related to the exhibition performance.The existing research on the factors influencing the exhibition performance is limited to the individual perspective of the exhibitors mostly,while the value co-created by other individuals in this interactive field and the impact on their exhibition performance can be seen as a research gap.This study integrates the interaction between exhibitors and the attendees as a variable that reflects the dynamics of enterprises and customers into the research scope of the interactive-oriented theory,based on the theory of customer participation and value creation,and carries on the qualitative analysis of the role of value creation between the attendees and exhibitors through interviews,and introduces the intermediary role of value creation to better explore the role of exhibitors' interaction on the performance of exhibition under its influence.Based on theoretical analysis and qualitative analysis,the study took three international exhibitions as empirical research objects,conducted a questionnaire survey on attendees,and used AMOS 23.0 to carry out path analysis and hypothesis testing of 478 samples collected.The empirical results show that: Firstly,the frequency of interaction between exhibitors and attendees has no significant effect on value creation and relationship building performance,yet is positively influencing on product sales and information gathering performance,and has a negative impact on image display performance;Secondly,the quality of interaction between exhibitors and attendees has a significant impact on value creation,and it also has a positive impact on the all dimensions of exhibition performance;Thirdly,value co-creation plays a full intermediary role in the influence of the quality of interaction and relationship building performance between exhibitors and attendees,and partiallymediates its relationship between information collection as well as image display respectively.In view of the finding of the research,the research put forward the measures of co-creating value between attendees and exhibitors and new ideas to improve the overall exhibition performance from the levels of exhibitors and exhibition organizers.On the one hand,exhibitors should strengthen in-depth and effective communication with attendees and the interactive behavior should be moderate and efficient,taking the co-creation of value as new sources of competitive advantage.On the other hand,exhibition organizers should collect industry information,integrate regional resources,promote the interactive matching of exhibitors and attendees,pay attention to create an atmosphere of interaction and innovation in the exhibition.At last,the research deficiencies and limitations and the prospect of future research are put forward.