THE IMPACT OF CUSTOMERS' EMOTIONAL EXPERIENCE ON CUSTOMERS' REPURCHASE: A CASE STUDY OF TAKING MULTIMEDIA RESTAURANTS
Keywords:
emotional experience; repurchase; perceived value; interactive marketingAbstract
This article takes multimedia restaurant consumers as the research object. Based on the results of previous studies, a questionnaire is designed, and SPSS software is used to carry out quantitative research on reliability, validity and relevance, and analyze emotional experience-perceived value-interaction Marketing-the relationship between the four variables of repurchase, explore the influence mechanism of customers' repurchase behavior in the context of multimedia restaurant. Finally, the following conclusions are drawn: for the customer's repurchase behavior, the emotional experience has a positive impact; the emotional experience acts on the customer's repurchase relationship through the perceived value; for the relationship between the emotional experience and the customer's repurchase, Interactive marketing played an effective regulatory role.
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