Can Perceived Experiential Marketing of Nutritional Meat-Based Food Enhance Repurchase Intention? The Role of Customer Engagement

Abstract

Understanding the consumption experience plays a critical role in building customer-product relationships and effectively meeting customers’ changing demands. This study aims to investigate the impact of experiential consumption on customer engagement and repurchase intentions, with a focus on the high nutrient meat-based food setting. To examine this issue, this study collected data from 487 consumers who had purchased and consumed high nutrient meat (e.g., the Thai native chicken, namely Pradu Hang Dam Mor Kor 55 chicken). Using structural equation modelling with partial least squares in ADANCO software, the study found that experiential marketing dimensions exert differential effects on engagement. The results also indicate a more strongly significant effect of consumers’ behavioral (behave) experience and intellectual (think) experience on engagement, while consumers’ sensory (sense) experience and affective (feel) experience were not significant for engagement. Moreover, the effect of customer engagement on repurchase intentions was positive. The study concludes by outlining key implications that arise from the analyses, followed by avenues for further research.