The Effect of Customer Experiences on Purchase Intention Through Mediator Variables of Mental Engagement and Visual Perception

Nowadays, with the daily expansion of marketing attractions to create different experiences in the restaurant & fast food industry, unconscious stimuli attracting the major senses might be an effective way to attract the consumers. Understanding these environmental stimuli suggests a correct perception of feeling and perception which is in harmony with consumer behavior. Moreover, knowing these factors can also be essential for marketers and owners and managers who are active in this area to develop strategies to create positive experiences for customers and increase the sales. Therefore, the objective of the present study is to focus on customer experiences and their possible effects on purchase intention of consumers through mediator variables of mental engagement and visual perception. The present study is an applied study in terms of objective and correlational type of descriptive-survey study in terms of data collection. The research population consisted of those people using the services of restaurants and fast food stores of Shiraz. A total of 385 samples were selected by using convenient sampling method. Questionnaire was used as tool to collect the data. The questionnaires were distributed in person and they were collected after being completed by the subjects. Its validity was examined through content validity and its reliability was examined through Cronbach’s alpha. Data were analyzed using structural equation modeling and Smart PLS software. The results of this study showed that customer experiences had a positive and significant effect on mental engagement and visual perception, and these two variables had a positive and significant effect on consumer purchase intention. The indirect effect of customer experiences on consumer purchase intention was also confirmed through the mediator variable of mental engagement and visual perception.