Proceedings of the 4th International Conference on Economic Management and Big Data Applications, ICEMBDA 2023, October 27–29, 2023, Tianjin, China

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.27-10-2023.2342035,
        author={Zhongyu  Huang and Shuyue  Zhang and Xintao  Xu and Zhefan  Sheng},
        title={An Empirical Study on Enhancing Online Exhibition Experiences: Quantitative Analysis Based on Multiple Models},
        proceedings={Proceedings of the 4th International Conference on Economic Management and Big Data Applications, ICEMBDA 2023, October 27--29, 2023, Tianjin, China},
        publisher={EAI},
        proceedings_a={ICEMBDA},
        year={2024},
        month={1},
        keywords={online exhibition; regression analysis; structural equation model; user profile},
        doi={10.4108/eai.27-10-2023.2342035}
    }
    
  • Zhongyu Huang
    Shuyue Zhang
    Xintao Xu
    Zhefan Sheng
    Year: 2024
    An Empirical Study on Enhancing Online Exhibition Experiences: Quantitative Analysis Based on Multiple Models
    ICEMBDA
    EAI
    DOI: 10.4108/eai.27-10-2023.2342035
Zhongyu Huang1,*, Shuyue Zhang1, Xintao Xu1, Zhefan Sheng1
  • 1: Soochow University
*Contact email: 2110503031@stu.suda.edu.cn

Abstract

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.