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

In: Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Zi Ye & Hang Su & Jiankang Zhang, 2024. "Research on the Impact of Booth Image Design on Purchasing Intention of Purchasers Based on MEC Means-End Chain," Advances in Economics, Business and Management Research, in: Junfeng Liao & Hongbo Li & Edward H. K. Ng (ed.), Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), pages 511-520, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-488-4_58
    DOI: 10.2991/978-94-6463-488-4_58
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