【摘要】 探索展会报到系统感知有用性、易用性、风险性等属性叠加对展会品牌形象和吸引力产生的差异化影响及作用条件，对提升展会吸引力、维持参展者具有重要意义。文章以展会报到系统属性叠加的“综合效应”为自变量，展会品牌形象为中介变量，展会服务质量为调节变量，系统揭示展会报到系统属性特征如何影响展会吸引力，并利用fsQCA探索展会吸引力生成的前因组态。研究发现：报到系统有用性、易用性和风险性等属性叠加的“综合效应”对展会吸引力产生了差异化影响，有用性高×易用性高×风险性高/低、有用性低×易用性高×风险性低的报到系统对展会吸引力具有正向影响；有用性高、易用性高的报到系统能够提升展会品牌形象；展会品牌形象既可以发挥直接效应也可以发挥其在报到系统与展会吸引力间的中介作用来提升展会吸引力；展会服务质量具有调节效应，能够“加持”报到系统对展会品牌形象的正向影响；展会吸引力的生成呈现多元条件组态。文章全面考虑展会报到系统各属性叠加产生的差异化影响，是对技术接受模型“单点”“独立”考虑创新技术属性产生效应的突破性尝试。更多还原

【Abstract】 It is of great significance for enhancing the exhibition attractiveness and maintaining the interest of visitor to explore the differential influence and condition of the superposition of attributes of the usefulness, ease and risk of the exhibition registration system on the exhibition brand image and attractiveness. Taking the “comprehensive effect” of the superposition of attributes of the registration system as the independent variable, the exhibition brand image as the mediating variable and the exhibition service quality as the moderating variable, we aimed to reveal how the attributes of the registration system affect the exhibition attractiveness, and explored the antecedent configurations of the exhibition attractiveness by employing fsQCA. We found that the “comprehensive effect” of superposition of attributes of exhibition registration system such as usefulness, ease of use and risk have a differentiated impact on exhibition attractiveness. Specifically, the PUH×PEH×PRH/PRL and PUL×PEH×PRL exhibition registration system has positive effects on attractiveness. The exhibition registration system with high usefulness and ease can improve the exhibition brand image. Exhibition brand image not only plays a direct effect, but also plays a mediating role between exhibition registration system and exhibition attractiveness. The exhibition service quality presented the moderating effect, with strengthening the positive effect of exhibition registration system on the exhibition brand image. The exhibition attractiveness generation presents multi-condition configuration. It is a breakthrough attempt for the technology acceptance model to comprehensively consider the differentiation effect generated by different “comprehensive effect” of various attributes of the exhibition registration system rather than the “single point” and “independent” effect of innovative technology attributes.更多还原