Research On The Exhibitors’ Participation Decision-making Of Virtual Trade Fairs

The popularity of e-commerce and online marketing makes a huge room for thedevelopment of Virtual trade fairs, but the actual circumstances of Virtual trade fairs turns outto be a flash in the pan. Besides the ambiguous orientation and operation, the undertakershave no idea in the needs of the exhibitors as well as the pattern of their dicition-makingbehavior. Like the traditional offline trade fairs, Virtual trade fairs depend largely on itsexhibitors. The quantity and quality of exhibitors are major indexes which can represent thelevel and impact of a Virtual trade fair. Understanding the behavioral model of exhibitors,optimizing the operation of the Virtual trade fairs, offering high-quality products and service,increasing the quantity and quality of exhibitors are the key accesses to a successful Virtualtrade fair.Firstly, this paper introduces the background and current status of virtual trade fair rise inchina, and analyzes the main motive for exhibitors to participate in the virtual exhibition.Secondly, this paper puts forward hypotheses and builds the model of factors influencing thevirtual trade fair exhibitors decision-making intention based on literature about consumerdecision-making theory and exhibitors decisions, then empirical research is carried out.Finally, Combined with empirical research results, countermeasures and suggestions for thevirtual exhibition organizers are proposed.This study collects181valid questionnaires and uses SPSS17.0to conduct factoranalysis, correlation analysis, regression analysis and analysis of variance analysis to verifythe research model, conclusions are followed:1) There are6main factors affecting the virtual trade fair exhibitor decision-makingintention, including the value of virtual trade fair, brand strength of virtual trade fair,strength of organizers, platform functions of virtual trade fair, website quality of virtual tradefair and cost to participate in virtual trade fair, among them, value, brand strength, platformfunctions and strength of organizers have a significant positive impact on the decision-makingintention of exhibitors, strength of organizers has the greatest impact.2) Exhibitors of different sizes, different history and different motivation make theirdecision based on different assessment factors. Combined with the operation of the virtual trade fair and results of this study, thefollowing recommendations were made: make entity exhibition as support and make full useof―off-line‖resources, place great importance on marketing, and foster the correctunderstanding of the market; build effective team, and improve the level of professionaloperation; position the theme of the show accurately, and strengthen brand management;optimize platform functions, and improve the quality of website.