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
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