The purpose of this study is to empirically examine the indirect effect of social and hedonic value on the relationship between emotional experience and purchase intention. The sample consists of 420 retail customers selected using the store intercept method. Process macro program is used to test the sequential mediating effect. The results of the study show that both social value and hedonic value individually mediates the relationship between emotional experience and purchase intention. Moreover, social and hedonic value sequentially mediates the relationship between emotional experience and purchase intention. Based on the study findings, managers should focus on improving the customer’s emotional experience by dealing with them as individuals with unique expectations. In addition, managers should lay a lot of emphasis on creating enjoyable and fun-packed shopping environment while at the same time creating an environment that encourages socialization.
Keywords: Emotional Experience, Hedonic Value, Purchase Intention, Sequential Mediation., Social Value
