The Mechanism of the Effects of Experiential Marketing on Urban Consumers’ Well-Being

Table 1

Reliability and convergence validity test.

Latent variables	Measurement items	Factor loading
Experiential marketing α = 0.889; CR = 0.873,; AVE = 0.579	1. I am attracted by the decor and design of the restaurant; 2. The dining atmosphere (lighting, music) in the restaurant inspires some of my emotions; 3. The restaurant gives me a fresh perspective on my lifestyle; 4. The experience of the restaurant will change my actual behaviour; 5. I interact and relate with the waiters	0.784; 0.816; 0.690; 0.751; 0.757
Experiential value; α = 0.853; CR = 0.850,; AVE = 0.587	1. When I eat in this restaurant, I think it is worth it; 2. The restaurant provides professional services; 3. Eating in this restaurant makes me temporarily forget the stresses and worries in real life; 4. The restaurant is clean and tidy	0.756; 0.804; 0.827; 0.669
Value proposition engagement; α = 0. 879 CR = 0.881,; AVE = 0.649	1. I think the service and dishes provided by the restaurant are in line with the price; 2. The advertisement of the restaurant affects my emotional needs; 3. The decor and design of the restaurant are in line with my aesthetics; 4. I recognize the value commitment of the restaurant	0.828; 0.749; 0.786; 0.856
Consumer well-being α = 0.763; CR = 0.773,; AVE = 0.537	1. It is a pleasure to have dinner in this restaurant; 2. Compared with the ideal restaurant, this restaurant is satisfying to me; 3. Having a meal in this restaurant has provided me with a pleasant memory	0.602; 0.709; 0.864