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.

Key words: exhibition registration system, superposition of attributes, exhibition service quality, exhibition brand image, exhibition attractiveness