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

Table 3

Hierarchical regression results of mediation effect and moderation effect.

Variables	Consumer well-being					Experiential value
	Model 1	Model 3	Model 4	Model 5	Model 6	Model 2
Independent variables
Experiential marketing (EM)	0.262		0.178			0.404
Mediation variables
Experiential value (EV)		0.280	0.206	0.175	0.185
Moderation variables
Value proposition engagement (VA)				0.213	0.260
Interaction term
EV × VA					0.174
Control variables
Gender	−0.118	−0.080	−0.094	−0.074	−0.062	−0.116
Age	−0.059	−0.020	−0.041	−0.023	−0.018	−0.088
Education	−0.082	−0.061	−0.063	−0.061	−0.048	−0.091
Professional	−0.004	−0.028	−0.019	−0.047	−0.037	0.071
Income	−0.146	−0.179	−0.172	−0.172	−0.194	0.123
Total R^2	0.119	0.127	0.153	0.161	0.188	0.192
F	5.614	6.048	6.422	6.804	7.157	9.860

Note: and .