CAJ | 학술논문

在参加展会的过程中，参展商同形形色色的个人和组织进行着大量的交流与互动。其中，哪些是有价值的，哪些又是徒劳的？为此，首先将参展商的互动行为分为展前联系和展中互动，并把展中互动细分为核心层互动、次层互动和外层互动。而后，通过问卷调查来收集数据，解析参展商互动行为对参展绩效的影响，取得的主要研究结论有：(1)核心层互动对参展绩效的贡献最大，其次是次层互动和展前联系，而外层互动几乎没什么贡献；(2)企业带着多重目标去参展，故他们对参展绩效的衡量也是多维度的，中国参展商侧重于从销售绩效、关系绩效和信息绩效3个方面来衡量；(3)销售绩效和信息绩效主要由核心层互动和次层互动来决定，而关系绩效是由核心层互动、次层互动和展前联系来共同决定。
재삼가전회적과정중，삼전상동형형색색적개인화조직진행착대량적교류여호동。기중，나사시유개치적，나사우시도로적？위차，수선장삼전상적호동행위분위전전련계화전중호동，병파전중호동세분위핵심층호동、차층호동화외층호동。이후，통과문권조사래수집수거，해석삼전상호동행위대삼전적효적영향，취득적주요연구결론유：(1)핵심층호동대삼전적효적공헌최대，기차시차층호동화전전련계，이외층호동궤호몰십요공헌；(2)기업대착다중목표거삼전，고타문대삼전적효적형량야시다유도적，중국삼전상측중우종소수적효、관계적효화신식적효3개방면래형량；(3)소수적효화신식적효주요유핵심층호동화차층호동래결정，이관계적효시유핵심층호동、차층호동화전전련계래공동결정。
Trade shows offer exhibitors a great opportunity to develop interpersonal and interorganizational communication and in-teractions with different visitors.Some of them would contribute a lot to exhibitor’s performance whereas some would be merely a waste of time.Therefore,this study classifies exhibitor’s interacting activities into contact before trade show and interaction at trade show in the first place.Interaction at trade show could be further measured by core-interaction,mid-interaction,and outer-interaction.An empirical test is applied to analyze the influence of exhibitor’s interacting activities upon its performance.The main conclusions are as follows.First,exhibitor’s performance is influenced mostly by core-interaction with mid-interaction and contact before trade show being a well support.Outer-interaction makes no significant influence on exhibitor’s performance.Sec-ond,exhibitor’s expected objectives could be multi-dimensional.So is their evaluation to exhibiting performance.To be specific in China,exhibitors take more into consideration the sales performance,information performance,and relationship performance. Third,sales and information performance are mainly determined by core-interaction and mid-interaction,while relationship per-formance is affected by core-interaction,mid-interaction,and contact before trade show.This study has not only furthered peo-ple’s theoretical knowledge about exhibitor’s performance and its influencing factors,but also put forward management implica-tions about how to evaluate exhibitor’s performance more precisely and then improve it specifically.