How experiential consumption moderates the effects of souvenir authenticity on behavioral intention through perceived value

• Published in: Tourism management (1982) 2018-12, Vol.69, p.356-367
• Main Authors: Fu, Yi, Liu, Xiaoming, Wang, Yongqiang, Chao, Ren-Fang
• Format: Article
• Language: English
• Subjects: Behavioral intention; Chinese tourists; Experiential consumption; Moderated mediation; Perceived value; Souvenir authenticity
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2018.06.023

This study investigates the relationships among souvenir authenticity, perceived value (PV) and behavioral intention (BI) in the context of experiential consumption. Using the customer data from the Pearl River Delta region of China, this empirical study adopts a PLS-SEM model to further examine the mediating effect of PV and the moderating effect of experiential consumption on the relationship between souvenir authenticity and BI. In comparison with the non-experiential consumption setting, souvenir authenticity was found to have a greater positive effect on the BI of tourist through PV in the experiential consumption setting. In addition, different dimensions of authenticity and PV are emphasized during souvenir purchases in the experiential consumption. These results deepen the understanding of souvenir authenticity and PV as well as the effects of experiential consumption for postmodern tourists. Managerial implications are provided for practitioners. •Paper analyses the souvenir purchase behavior of postmodern tourists in the experiential consumption setting.•The effect of souvenir authenticity on BI is enhanced through PV.•Experiential consumption is identified as a moderator in souvenir purchases.•Dimensions of authenticity and PV are emphasized during souvenir purchases in the experiential consumption.•Experiential consumption is recognized as an important step to improving tourists' souvenir purchase intention.