Role of value co-creation and participation motives in attendees interactions and exhibitors outcome

In recent times, exhibitions have undergone a profound transformation, shifting from passive platforms for the dissemination of information to dynamic and interactive experiences that actively engage and enthuse attendees. Exhibitions are no longer merely sales tools; they now serve as meticulously organized hubs for fostering interaction, drawing together resources from a specific or interconnected spectrum of industries. These events, rooted in their interactive nature, not only facilitate resource flow but also play a pivotal role in generating value. Consequently, the comprehension of attendee motivations for participation and the concept of value co-creation have emerged as pivotal considerations in enhancing the outcomes of exhibitions. In response to the calls of previous studies, the purpose of this study was to investigate the impacts of interaction in exhibition and value co-creation upon attendees level on the exhibition performance and other outcomes upon exhibitor level. Underpinned by the extended Stimulus-Organism-Response (S-O-R) theory (Mehrabian & Russell, 1974), this study comprises the stimulus (technological interaction and interpersonal interaction), process (value co-creation and exhibition performance), and output (exhibitor satisfaction and re-attend intention) with the guidance of interaction-oriented theory (Ramani & Kumar, 2008), customer participation theory (Chase, 1978), and value co-creation theory (Prahalad & Ramaswamy, 2000). Data was collected using the purposive sampling approach to identify and pair the dyad of attendee and corresponding exhibitor. Overall, 1497 responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). This study revealed the following key findings: Attendees’ value co-creation is influenced by both technological and interpersonal interactions. Technological interaction directly affects exhibitor performance, while interpersonal interaction does not. Attendees’ value co-creation activities positively impact exhibitor performance. Attendees’ participation motives moderate the roles of value co-creation in exhibition interactions and exhibition performance. Finally, exhibitor’ performance and satisfaction positively influence their intention to re-attend. Apart from contributing to the existing literature, this study also offers practical insights. For exhibitors, it is crucial to recognize that success extends beyond sales activities. Actively fostering interactions among attendees and adeptly analyzing the composition of attendees can guide more effective exhibit planning. Attendees can gain valuable market insights by actively exploring and interacting with exhibition booths, staying informed about emerging trends to remain competitive. Organizers should foster collaborative and interactive environments, utilizing network technology for better communication. Policymakers can use this study to shape intelligent exhibition-related policies. However, there are limitations to acknowledge. Firstly, the study’s focus on China may warrant further international exploration. Additionally, expanding the study to include more actors, such as assessing the service quality and reputation of trade show organizers within a triadic framework, could provide a more comprehensive perspective. Furthermore, longitudinal research could be valuable in understanding the evolving behavior of both buyers and non-buyers, as well as the corresponding impact on exhibitor performance over time. These research directions can enrich our insights into the exhibition industry.

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