A Dyadic Model of Interactions and Performances in the Intelligent Exhibition: The Moderating Role of Attendees’ Participation Motive

Intelligent exhibitions have introduced diverse modes of attendee–exhibitor interaction, yet the differential effects of technological and interpersonal exchanges on value cocreation across attendee motives remain underexplored. This study investigates how attendees’ participation motive (buyers vs. nonbuyers) moderates these effects and how cocreation subsequently influences exhibitors’ perceived performance. Using 1,497 matched exhibitor–attendee pairs, data were analyzed through partial least squares structural equation modeling (PLS-SEM), a variance-based technique suitable for testing complex interaction models. Results reveal that technological interaction exerts stronger positive effect on value cocreation among buyers, whereas interpersonal interaction has greater impact among nonbuyers. Value cocreation, in turn, significantly enhances exhibition performance. The study contributes to exhibition management literature by demonstrating that interaction mechanisms vary across attendee types, and advances cocreation theory by introducing participation motive as a motivational boundary condition. Practically, it guides exhibition managers in tailoring engagement strategies to diverse visitor segments to optimize value generation.