企业会展参与及展位面积选择的影响因素

利用2007-2011年对652家企业参与同一个会展的调查数据，运用Heckit等模型分析企业会展参与和展位面积选择的影响因素。研究表明:企业离参展地的距离、是否巡展和企业的规模、成立年限、营业收入都会影响企业的参展概率。而其中企业的营业收入是影响其展位面积选择的唯一因素。值得注意的是，如果只考虑参加会展企业的情况，距离参展地越远的企业选择的展位面积反而越大，可能原因是企业通过增加展位面积的方式来弥补距离带来的成本。

Impact Factors on Enterprises' Exhibition Participation and Booth Area Selection

Using the data from 652 enterprises in 2007-2011 and the Heckit model,we analysed the behaviors of enterprises'' exhibition participation and booth area selection. The results suggest that:distance,whether the exhibition is itinerant and the enterprise''s scale/foundation period/revenue all have impact on enterprise''s exhibition participation. Consider all the factors mentioned above,revenue is the key factor that have impact on enterprise''s booths selection. It''s interesting that when we only consider the enterprises that attended in the exhibition,we find that the exhibitors that is far away from the exhibition location will choose more booths. One possible reason for this phenomenon is those exhibitors want to choose more booths to offset the cost that caused by the long distance.