Attracting exhibition attenders to the booth is the key to achieving the purpose of exhibition. The existing research mainly focuses on how to attract exhibition attenders by providing more effective booths, products and services from the perspective of exhibitors. However, in the actual exhibition, the appearance, behavior and contactless interaction of other customers will also affect the choice and approach of exhibitors to the booth. In this paper, 355 exhibition attenders from two trade fairs, namely “Taobao Creation Festival” in 2021 and “Shanghai Exposition of advertising, sign, graphic, print, packaging and paper” (here in after referred to as APPP EXPO) in 2021, were investigated to study the impact of other customers perceptions on the booth approaching behavior of focus customer, and tested the moderating effect of participation frequency. The research shows that the similarity, appearance and behavioral appropriateness of other customers will affect the stand approach behavior of focus exhibitors to varying degrees. The similarity of other customers has a great impact on booth trust, while appearance and appropriate behavior have a great impact on booth image. The research further shows that experienced exhibition attenders can easily identify their interested booths from the appearance of other customers, while inexperienced exhibition attenders need to consider more factors and identify their interested booths through complex and uncertain mechanisms. The results of this study will be helpful to guide the visitor management of the exhibitors and the booth design and image maintenance of the exhibitors.