An Empirical Study on Enhancing Online Exhibition Experiences: Quantitative Analysis Based on Multiple Models

The exhibition industry is often described as an emerging field in the 21st century. Nonetheless, it grapples with the challenge of adapting its marketing strategies due to the combined influences of the pandemic era and the digital age. Online exhibitions, integrated with internet technology, have been a focal point for industry development. As the pandemic subsides, assessing the ongoing relevance of online exhibitions and establishing effective transition strategies becomes imperative. This study employed a binary logistic regression model to investigate the characteristics and behaviors of existing users. It also utilized structural equation modeling to scrutinize factors influencing user satisfaction. The research revealed that women between the ages of 25 and 40, who frequently browse the internet and engage in freelance work, exhibit a pronounced preference for online exhibitions. Furthermore, variables such as content interest, diversity, and knowledge acquisition were identified as pivotal factors in influencing user satisfaction. This research provides guidance for the digital marketing transformation and the future development of online exhibitions.