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

Table 4

Hierarchical regression results of moderated mediation effect.

Variables	Consumer well-being		Experiential value		Consumer well-being
	Model 7		Model 8		Model 9
	Coefficient	T	Coefficient	T	Coefficient	T
Independent variables
Experiential marketing (EM)	0.176	2.818	0.275	4.893	0.097	1.494
Mediation variables
Experiential value (EV)					0.165	2.363
Moderation variables
Value proposition engagement (VA)	0.232	3.699	0.396	7.019	0.232	3.348
Interaction term
EM × VA	−0.055	−0.915	0.074	1.375	−0.130	−2.089
EV × VA					0.202	3.124
Control variables
Gender	−0.103	−1.706	−0.069	−1.277	−0.086	−1.445
Age	−0.042	−0.695	−0.080	−1.484	−0.013	−0.216
Education	−0.072	−1.152	−0.075	−1.329	−0.046	−0.751
Professional	−0.031	−0.532	0.017	0.315	−0.020	−0.354
Income	−0.149	−2.382	0.109	1.933	−0.189	−3.029
Total R^2	0.169		0.328		0.213
F	6.300		15.103		6.640

Note: and .