The objective of attending an exhibition is a topic of significant interest in the academic field. However, studies paying attention to how a business’s nature, scale, and distance from the exhibition affect the exhibition’s objectives are scarce. The present study investigated 768 exhibitors who participated in eight exhibitions in Chengdu and Chongqing. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and multi-factor multivariate analysis of variance (ANOVA) were used, and the results found that: (1) the objectives of exhibiting enterprises include 13 indicators in four categories: relationship building, image building and maintenance, interactive learning and social network construction, and sales; (2) domestic enterprises attach importance to the four types of exhibition purposes in the following order: sales, image building and maintenance, relationship building, interactive learning, and social network construction; meanwhile, among the 13 indicators, “getting acquainted with new customers, establishing and maintaining enterprise image, and exploring new markets” are the three most important exhibition objectives of enterprises; (3) The nature, scale, and distance of the exhibitors’ enterprise significantly affect the objectives of exhibiting, with agents, micro-enterprise exhibitors, and medium-distance exhibitors focusing on “sales” as the main objective of exhibiting, while manufacturers attach the most importance to “image building and maintenance” as the objective of exhibiting. Agents and service providers are more concerned with “interactive learning and social networking construction,” while close exhibitors are most concerned with “relationship building.” Finally, we propose suggestions for exhibitors and organizers to improve the effectiveness and benefits of exhibitions, respectively.