Interviewees’ background (n = 18).

This study investigates the role of virtual exhibition attributes (navigation, ubiquity, vividness, interactivity, visualization) in creating positive perceived green performance and satisfaction of exhibitors, thus benefiting the exhibitors’ sustainable behaviors of Eco-exhibition. Two studies were conducted to verify the proposed hypotheses. In Study 1, 417 samples were collected from 2021 ME-Expo of China to test the model. In Study 2, the follow-up interviews were conducted with 18 participants to validate the quantitative results and gain deeper insights. The results of Study 1 indicate that adopting virtual exhibitions is critical in predicting exhibitors’ perceived performance and satisfaction, which in turn, influences their pro-environmental behavior. The results of Study 2 confirmed above mentioned relationship, and interviewees indicate that the emergence of virtual exhibitions should be a long-term strategy for sustainable development in the exhibition industry.

本研究旨在探讨虚拟展览属性（导航、普遍性、生动性、互动性、可视化）在塑造参展者对绿色绩效的正面感知及满意度中的作用，从而促进参展者在生态展览中的可持续行为。为验证所提出的假设，进行了两项研究。在第一项研究中，收集了来自2021年中国ME-Expo的417个样本以测试模型。在第二项研究中，对18名参与者进行了后续访谈，以验证定量结果并深入洞察。第一项研究的结果表明，采用虚拟展览对于预测参展者对绩效和满意度的感知至关重要，这进而影响他们的环保行为。第二项研究的结果证实了上述关系，访谈对象指出，虚拟展览的出现应成为展览行业可持续发展的长期战略。