| With the development of market economy and the promotion of people’s consumption level,the demand for cultural products such as drama is increasing day by day.Due to great changes in living environment and consumption concept,customers not only hope to highlight their own personality,spiritual enjoyment,pursuit of taste and emotional experience,but also hope to cater to the trend of fashion.The increasing abundance in material aspects drives people’s emotion,which has become a decisive force for customers to consume and the core content of customer experience.Emotional demand is a kind of demand that customers pay close attention to when they buy drama products and services.With the development of drama performance market and the intensification of competitiveness,more and more enterprises have included emotional elements in marketing.In recent years,the research on emotional experience,customers’ repurchase intention and perceived service quality is the focus of scholars in the field of market research.The study considers that emotional experience is an important factor affecting customers’repurchase intention,but the mechanism of the influence of emotional experience on customers’ repurchase intention remains to be explored.Interactive marketing may be an important situational factor in the relationship between emotional experience and customers’repurchase intention.The main content of this study is to explore the relationship between four major variables,namely,customer emotional experience and customer willingness to reconstruct,in the context of drama consumption.In this study,a questionnaire survey was conducted in the theater to collect data for quantitative research.On the one hand,existing theories were verified.On the other hand,this paper explores how interactive marketing,a moderator variable,affects the relationship between emotional experience and customers’repurchase intention,and establishes a research model of emotional experience-interactive marketing and customers’ repurchase intention.Conduct data processing through sample descriptive analysis,reliability and effectiveness analysis and regression analysis,and then verify the research hypothesis and draw a conclusion.Finally,combined with the actual situation,put forward relevant Suggestions.The main conclusions of this paper are as follows:(1)Emotional experience positively influences customers’ repurchase intention;(2)Customer perceived service quality plays an intermediary role in the relationship between emotional experience and customers’ willingness to reconstruct;(3)Interactive marketing plays a positive regulating role in the relationship between emotional experience and customers’ repurchase intention.That is to say,with the use of interactive marketing strategy,the effect of emotional experience on customers’ repurchase intention is significantly enhanced. |
