In the rapidly evolving coffee industry, creating positive and enjoyable experiences for consumers during experiential marketing processes can enhance their understanding of the values the businesses aim to convey. Therefore, this study aims to investigate the impact of experiential marketing on repurchase intention, and whether the relationship is differently influenced by the varying levels of perceived cognitive needs among consumers.
This research utilized an online questionnaire survey and convenience sampling method. The participants were university students who had experienced Starbucks consumption in the past six months. A total of 224 questionnaires were distributed, with 224 collected and 211 deemed valid. The results indicate that perceived behavioral control and subjective norm have significant positive effects on repurchase intention. Moreover, when controlling for the influence of perceived behavioral control and subjective norm, experiential marketing is significantly positively correlated with repurchase intention, supporting Hypothesis 1. However, cognitive needs exhibit a significant negative moderating effect on the relationship between experiential marketing and repurchase intention, contradicting Hypothesis 2.
