An Empirical Study on the Impact of Cultural Experience on Sharing Intention on Social Media — A Case Study of China Time-honored Restaurants in Guangzhou

Abstract

This study, based on experiential marketing theory, constructs a model to explore the influence of cultural experience on consumers’ sharing intention on social media, with psychological engagement and visual perception as mediators. A total of 111 valid questionnaires are retained and analyzed with Smart PLS software. The findings show that cultural experience has a direct and significant positive impact on sharing intention, while visual perception and psychological engagement play a mediating role between cultural experience and sharing intention. Furthermore, the study finds that visual perception exerts a more significant effect on sharing intention, while psychological engagement has no impact on sharing intention. This study brings enlightenment to the development of cultural experience marketing in time-honoured restaurants in China.