Research On The Influence Of Sensory Marketing On Consumers’ Theater Revisit Intention

As a western invention,the theater has been developing since it was introduced into China.It has become the most dazzling entertainment in the first half of the 21 st century.With the continuous increase of the number of movie theaters,the competitiveness among them is gradually increasing,therefore,the theaters are to pay attention to consumers’ perception and evaluation of them.Many theaters have begun to meet consumers’ sensory needs in actual marketing activities,that is,sight,smell,hearing,taste and touch senses,the purpose of which is to effectively enhance their own competitiveness.And this kind of marketing that seduces consumers’ sensory attention,gives consumers a three-dimensional service experience,and can affect consumers’ perception and behavior is called sensory marketing.At present,although the theory and practice of sensory marketing for the domestic theaters are continuously researched and explored,the combination of theoretical system and practice is still very imperfect,especially the domestic theaters have little research on sensory marketing strategies,or focus only on one of the five senses,rather than as a comprehensive overall sense.Such as the old theater also had its heyday.As time goes by the decoration style and the equipment have been unable to meet the sensory needs of contemporary consumers,causing consumers rarely choose them.To promote the consumers’ consumption,the sensory marketing strategy should be more appropriately applied in the theater marketing activities.In this context,the thesis takes sensory marketing as the research topic.Moreover,relevant domestic and foreign literatures are reviewed to provide theoretical basis for this research,and then to construct relevant research hypotheses and research models.This paper takes sensory marketing as independent variables,brand attitude and consumer satisfaction as two intermediary variables,and visit intention as a dependent variable to construct a research model,design and adjust the content of the questionnaire according to the research model,issue the questionnaire,and then analyze the data obtained from the questionnaire to draw the final conclusion.Findings show that in sensory marketing,both the senses of sight and touch have a significant impact on brand attitude,consumer satisfaction and revisit intention.It is significant that the partial mediation effect and the overall mediation effect of consumer satisfaction and brand attitude on sensory marketing and revisiting intention,respectively.And the partial mediation effect of consumer satisfaction is greater than that of brand attitude.Our results further suggest that the sensory marketing can provide consumers more optimized sensory experience,meet their individual needs,and ultimately improve their revisit Intention.Mass media data show that since 2019,due to the collapse of thousands of film and television companies,so that more and more movie theaters have begun to pay attention to the proportion of sensory marketing in the future activities.However,some theaters are unable to adopt a new marketing framework without the support of reliable research data.It is hoped that in the near future,this research can make up for the shortcomings of theaters in the sensory marketing strategy and make it brilliant again.