非典型互动行为对参展商参展绩效影响研究

Research on the Impact of Atypical Interactive Behaviors on Enterprise Exhibiting Performance

基于参展商视角,聚焦于非典型观众,对近200家参展商进行问卷调查,运用结构方程模型验证非典型观众对销售绩效的消极影响,完善互动行为对参展商参展绩效的影响机理;并应用典型分析法深入分析6类非典型观众对销售绩效的具体影响情况。结果表明非典型互动对销售绩效具有负向影响,尤其是与游客和行业专家这两类非典型观众的互动,对销售绩效的负向影响更显著。

Based on the perspective of exhibitors and focusing on atypical visitors, this paper conducts a questionnaire survey on nearly 200 exhibitors and uses structural equation models to verify the negative impacts of atypical visitors on sales performance, thus improving the mechanism of interactive behaviors on exhibitors’ performance. And the typical analysis method is used to analyze the specific impacts of six types of atypical visitors on sales performance. The results show that atypical interactions have an adverse impact on sales performance, especially the interactions with atypical visitors such as tourists and experts, which show more remarkable negative impacts on sales performance.