The Influence of Experiential Marketing on Sichuan Consumers’ Purchase Intention to Buy SD Liquor Based on SOR Theory
Abstract
Liquor occupies a significant position in Sichuan and has a large consumer group to share its joys. With the rapid development of the Sichuan economy and the continuous increase in the income of urban residents, people have specific requirements for the quality of life and food quality, and the consumption concept is gradually changing. Based on the experiential marketing activities of the SD liquor industry, this paper studied the influence of experiential marketing on consumer purchase intention in Sichuan. Starting from the (SOR) theory (external stimuli, individual states, individual responses), the five dimensions of experience elements in a sense, feel, think, act, and relate along with mediating factors of perceived value and brand trust relating to purchase intention.References
["[1] Pine, J. and Gilmore, J. (1998). Welcome to the Experience Economy. Harvard Business Review. Vol 2, p.112-135.","[2] Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management. Vol 15 Issue 1-3, p.53-67.","[3] Mehrabian, A. and Russell, J. (1974). Distinguishing anger and anxiety in terms of emotional response factors. Journal of Consulting and Clinical Psychology. Vol 42(1), p.79u201383.","[4] Portal, S. et al. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing. Volume 27 Issue 8, p.714-729. ","[5] Chang, W. (2021), Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal. Vol 123 No 1, p.209-223.","[6] Mou, J. et al. (2020), Impact of product description and involvement on purchase intention in cross-border e-commerce. Industrial Management & Data Systems. Vol 120 No 3, p. 567-586."]
Authors contributing to this journal agree to publish their articles under the Creative Commons Attribution-Noncommercial 4.0 International License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. With this license, the authors hold the copyright without restrictions and are allowed to retain publishing rights without restrictions as long as this journal is the original publisher of the articles.
