A Study on Experiential Marketing of Luhe Leicha Tea and Consumption Intention: Mediating Effect of Perceived Value and Brand Attitude

DOI

10.2991/978-2-38476-259-0_46How to use a DOI?

Keywords

Experiential Marketing; Consumption Intention; Perceived Value; Brand Attitude; Intangible Cultural Heritage

Abstract

Hakka Leicha Tea is one of the representative tea culture projects included in the United Nations Educational, Scientific and Cultural Organization’s (UNESCO) intangible cultural heritage (ICH) list. Luhe Leicha Tea, originating from the Chaoshan region in Guangdong Province, China, inherits the essence of Hakka Leicha and is selected as a provincial production skill-type ICH project. However, Luhe Leicha, which is only developed locally at present, has not fully transitioned into a commercial model, posing challenges to the preservation of its cultural heritage. With Luhe Leicha as a case, the relationships of ICH experiential marketing, perceived value, and brand attitude with consumption intention were explored in this study. Out of the 390 questionnaires collected, 374 were deemed valid, indicating an effective sample rate of 95.90%. The empirical analysis was carried out using IBM SPSS 22.0. The results show that the five dimensions of experiential marketing—product experience, scene experience, service experience, emotional experience, and action experience—positively influence perceived value, brand attitude, and consumption intention. Among them, the perceived values, including product value, service value, and image value, play a partial mediating role between experiential marketing and consumption intention. Additionally, brand attitude also has some mediating effects on the relationship between experiential marketing and consumption intention, as well as between perceived value and consumption intention.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Delphine Ya-Chu Chan
AU  - Yan-Li Pei
AU  - Hua-Jian Wu
AU  - Zi-Le Wang
PY  - 2024
DA  - 2024/06/21
TI  - A Study on Experiential Marketing of Luhe Leicha Tea and Consumption Intention: Mediating Effect of Perceived Value and Brand Attitude
BT  - Proceedings of the 2024 3rd International Conference on Social Sciences and Humanities and Arts (SSHA 2024)
PB  - Atlantis Press
SP  - 421
EP  - 430
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-259-0_46
DO  - 10.2991/978-2-38476-259-0_46
ID  - Chan2024
ER  -