Attendee–Environment Interactions at Trade Exposition: An Environment–Perception–Behavior/Behavioral Intention (EPB) Model

Building on the principles of the Stimulus–Organism–Response model and the servicescape framework, this study introduces and validates an Environment–Perception–Behavior/Behavioral Intention (EPB) model by investigating the interplay between the exposition environment and attendees’ perceptions and behaviors/behavioral intentions. On-site data were gathered at two trade expositions in China. The data analysis employed confirmatory factor analysis and structural equation modeling. The results of Study 1 reveal the critical roles of ambient conditions and booth settings in shaping the perceived value of trade expositions. This, in turn, contributes to attendee satisfaction with these events. Study 2 highlights the positive impact of booth aesthetics on attendees’ feelings of pleasantness and peace of mind, subsequently eliciting their loyalty intentions, encompassing positive word of mouth, repurchase intention, and the willingness to pay a premium price. This study contributes to the exposition literature by theoretically conceptualizing and empirically validating the EPB model. This methodological approach, which combines two trade expositions in China, enhances the robustness of the results. Additionally, it offers valuable managerial insights for exposition organizers and exhibitors.