A study of the relationships among sensory experience, emotion, and buying behavior in coffeehouse chains

Hsi-Tien Chen and Yun-Tsan Lin ()
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Hsi-Tien Chen: National Chin-Yi University of Technology
Yun-Tsan Lin: National Chin-Yi University of Technology

Service Business, 2018, vol. 12, issue 3, No 6, 573 pages

Abstract: Abstract Studies that simultaneously explore the effects of sensory experience on consumer emotions and behavior are rare. This paper builds a model of buying behavior based on sensory experience, 570 valid questionnaires were obtained from coffeehouse customers. Using structural equation modeling and multiple regression analysis, this paper validates the concept model and verifies that sensory experience is a significant antecedent to buying behavior. This study indicates that certain sensory experiences significantly influence emotion. Emotion also plays a mediating role in the relationship between sensory experience and behavioral intentions. The findings are theoretically and practically profound as they address the relationships among sensory experience, consumer emotions, behavioral intentions, and buying behavior, as well as explore how the five senses affect emotions and buying behavior. This paper concludes by indicating managerial implications and research limitations.

Keywords: Experiential marketing; Sensory experience; Consumer emotions; Buying behavior (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s11628-017-0354-5

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