| On February 27,2023,the State Council issued the "Overall Layout Plan for the Construction of Digital China",which proposed to promote the deep integration of the digital economy and the real economy,and online empowerment of offline exhibition activities has become the "new normal" of the domestic exhibition industry.Some scholars have found that the service scenarios of physical exhibitions affect the behavior intention of exhibitors,and will the online exhibition network service scene affect the behavior intention of exhibitors?How does it affect exhibitor behavior?These issues need to be further explored.Based on S-O-R theory and involvement theory,this study constructs a research framework of online exhibition network service scene,exhibitor’s initial trust,exhibitor’s involvement degree and online behavior intention,and studies the relationship between the four through empirical methods,and examines whether the initial trust of exhibitors plays an intermediary role and how exhibitors’ involvement adjusts the relationship between online exhibition network service scenarios and exhibitors’ initial trust and online behavior intention.The questionnaire survey method was used to survey the exhibitors who participated in the online exhibition for the first time,and finally obtained 323 valid sample data,and then the research model and hypothesis were tested and analyzed by SPSS26.0 and AMOS26.0.The following research conclusions are drawn:first,the four constituent dimensions of online exhibition network service scenarios,namely aesthetic appeal,functional layout,financial safety and social factors,have a significant positive impact on the initial trust of exhibitors;Second,functional layout,financial safety and social factors have a significant positive impact on exhibitors’ online behavior intentions,while aesthetic factors have an impact on exhibitors’online behavior intentions but are not significant.Third,exhibitors’ initial trust has a significant positive impact on their online behavior intentions.Fourth,the relationship between exhibitors’initial trust in online exhibition network service scenarios and exhibitors’ online behavior intentions plays an intermediary effect.Fifth,exhibitors’ involvement positively adjusts the relationship between online exhibition network service scenarios and exhibitors’ initial trust,online exhibition network service scenarios and exhibitors’ online behavior intentions.Based on the above research conclusions,the following suggestions are put forward to improve the online behavior intention of exhibitors:focus on functional layout and improve the design of online exhibition service scenarios;Establish the idea of safety first and strengthen the safety awareness of online exhibitions;Pay attention to the aesthetic appeal of online exhibitions and improve the visual attractiveness of online exhibitions;Pay attention to the design of social factors in online exhibitions to enhance exhibitors’ participation experience;Increase exhibitor engagement with the help of publicity and smart marketing. |
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