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参展是参展商或者专业观众在特定情境下在有限时间内、空间里的一种经济活动。从中国会展经济研究中心(CICER)一项研究可知,参展商或专业观众在参加展会时必然要付出相当时间、金钱、体力、精力和感情代价,从心理学角度来看参展商和观众对展览举办时间与地点的个体知觉,将直接影响其参展的态度和决策行为。通过分析我们发现,一个需要参展商或者专业观众从甲地到乙地去参展的过程中,举办商应在展会营销中考虑参展商或者专业观众对参展商务活动的四方面心理感知。
Exhibiting is an economic activity of exhibitors or professional visitors within a limited time and space in a given situation. According to a study by the China Center for Exhibition Economic Research (CICER), exhibitors or professional visitors must pay considerable time, money, physical strength, energy, and emotional costs when participating in an exhibition. From the perspective of psychology, exhibitors and visitors are The individual’s perception of time and place will directly influence the attitude and decision-making behavior of their exhibitors. Through analysis, we found that, in the process of exhibitors or professional visitors attending the exhibition from A to B, the organizer should consider the four aspects of exhibitors’ or professional visitors’ psychological perception of exhibiting business activities in the exhibition marketing.