Complementary or substitute? The impact of face-to-face and technology-mediated interaction cues on B2B visitors’ purchase intentions at trade shows

Purpose This study aims to investigate the mechanisms by which face-to-face interaction, technology-mediated interaction and their interplay influence business-to-business (B2B) visitors’ purchase intentions at trade shows. Design/methodology/approach Based on survey data from 920 visitors in China, a model constructed using the stimulus–organism–response framework was validated. The results reveal the influence of the two forms of interaction and their interplay on B2B visitors’ purchase intentions, highlighting the mediating role of inter-organizational trust. Findings This study found that face-to-face and technology-mediated interaction are not substitutive but complementary. Specifically, face-to-face interaction enhances purchase intention through the dual mediating pathways of relational trust and calculative trust. Technology-mediated interactions primarily operate through calculative trust. When the two types of interaction interplay, purchase intention is enhanced by both relational and computational trust. Research limitations/implications This study focuses on industrial trade shows and measures purchase intentions rather than actual behaviors. Nonetheless, the findings retain practical significance, offer actionable insights for industry practitioners and support further empirical investigations in the field. Practical implications The findings provide managerial recommendations. While technology plays a significant role, face-to-face interaction at trade shows remains irreplaceable. Exhibitors should appropriately allocate both human and technological resources at events to enhance interactive booth experiences, strengthen visitors’ trust and foster purchase intention. Originality/value This research not only responds to scholarly calls for examining interactive experiences in trade shows amid digital transformation but also broadens the understanding of how human–technology collaborative interaction shapes purchasing intentions.