参展目标与观众互动对企业参展绩效的交互效应研究

Interactive Effect of Exhibitor Goals and “Exhibitor-Visitor” Interaction on Exhibitor Performance Improvement

参展目标与观众互动作为企业参展绩效提升的两个关键要素,不仅单独影响着企业的参展绩效,而且它们之间具有一定的交互作用与影响。为了解析二者对参展绩效的交互效应,本文对展览会进行了相关调查,并借助SPSS软件的方差分析功能进行了实证研究。数据分析结果表明:(1)参展商与观众的互动类型多样,尤其与非典型观众互动对参展绩效提升产生重要影响;(2)目标驱动与观众互动二者存在交互效应,共同作用才能真正实现参展绩效提升;(3)目标明确往往有利于参展绩效提升,但对于产品销售和信息搜集两大目标,目标明确程度只有在选择了合适的观众类型及其互动频率时才能发挥作用;(4)在6类观众中,参展商与竞争对手和新闻媒体无论保持何种互动频率,对五大绩效的提升均无显著影响。

The exhibitor goals and exhibitor-visitor interaction, as the two critical elements of promoting enterprise performance, not only influence the performance of the exhibitors individually, but also interact each other and have mutual effects. In order to understand this interactive effect on exhibitor performance, an investigation was made among exhibitions and an empirical study was conducted by using the variance analysis of SPSS software. Based on the data analysis, the conclusions are drawn as follows： 1 ）. The variety of interaction between exhibitors and visitors, especially the untypical visitors, has significant impact on the performance improvement. 2 ）. There exists an interactive effect between exhibitor goals and exhibitor-visitor interaction, which work together to achieve the performance improvement. 3）. Clear goals tend to favor performance improvement. But for the two specific goals product sales and information collection, they only work with the right variables the appropriate types of visitors and the interaction frequency. 4）. Among six types of visitors, no matter what kind of interaction frequency between exhibitors and competitors and the media, it would have no significant effects on the performance improvement.