Research on the Impact of Booth Image Design on Purchasing Intention of Purchasers Based on MEC Means-End Chain

Zi Ye (), Hang Su () and Jiankang Zhang ()
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Zi Ye: Zhejiang International Studies University, School of Culture and Tourism
Hang Su: Zhejiang International Studies University, School of Culture and Tourism
Jiankang Zhang: Zhejiang International Studies University, School of Culture and Tourism

A chapter in Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), 2024, pp 511-520 from Springer

Abstract: Abstract With the continuous development of exhibition economy and the continuous improvement of exhibition venues and facilities, how to use limited resources to design and display exhibitors is crucial to improve the transaction rate[1]. In view of this, this article adopts MEC Means-End Chain and step interview research method to study the difference of the perception of the exhibition effect of exhibitors in commercial exhibitions, and analyze the psychological perception of purchasers and the affected purchasing intention in commercial exhibitions. Through the obtained chain information, we summarize the booth optimization related suggestions of some commercial exhibitions, and strive to increase the turnover rate from the perspective of exhibitors.

Keywords: business exhibition; trade fair; purchasing intention of purchasers; booth optimization (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-488-4_58

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