The Impact of Situational Marketing Experience on Young Consumers’ Purchase Intention--The Mediating Role of Consumption Ritual Perception

DOI

10.2991/978-2-38476-609-3_30How to use a DOI?

Keywords

Scenario Marketing Experience; Purchase Intention; Perception of Consumption Ritual

Abstract

Under the background of the gradual rise of experience economy, consumers are gradually changing from focusing on the function and price of products to focusing on the experience value it can bring. Scenario marketing has gradually attracted the attention of academia, but how scenario marketing affects purchase intention through the psychological mechanism of consumers remains to be further studied. Based on this, this study constructs a theoretical model with scenario marketing experience as the independent variable, consumption ritual perception as the intermediary variable, and purchase intention as the dependent variable for empirical analysis. This study adopts the method of questionnaire survey, based on the coffee consumption scenario, and analyzes the sample data. The results show that scenario marketing experience has a positive effect on purchase intention. The perception of consumers’ sense of ritual plays a positive mediating role between situational marketing experience and purchase intention. The research conclusion shows that scenario marketing does not directly affect consumers’ purchase intention, but indirectly affects consumers’ purchase decision through consumers’ psychological mechanism. This paper suggests that when enterprises carry out scenario marketing, they should enhance consumers’ sense of experience by enhancing the sense of ceremony in the consumption process, so as to enhance consumers’ purchase intention.

Copyright

© 2026 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  - Xinran Yu
PY  - 2026
DA  - 2026/09/04
TI  - The Impact of Situational Marketing Experience on Young Consumers’ Purchase Intention--The Mediating Role of Consumption Ritual Perception
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 271
EP  - 278
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_30
DO  - 10.2991/978-2-38476-609-3_30
ID  - Yu2026
ER  -