Brand experience and consumer inspiration: The mediating role of openness to experience

Abstract

The introduction of new technologies provides consumers with additional shopping opportunities and allow them to test new products. The study was conducted to determine the effects of brand experience on customer inspiration and behavioral intention and to establish the mediating role of openness to experience. The theoretical framework of the study resides in the theory of marketing and cognitive appraisal theory. Convenience sampling method and structural equation modelling were used within the study. The population of the study consists of customers who order from the online takeaway portal yemeksepeti.com. The data were gathered using questionnaires collected online in June, 2023. A total of 416 valid responses were received. Smart PLS 4 statistical program was used to test the hypotheses. As a result of the tests, it was found that brand experience has a positive effect on customer inspiration and openness to experience. It was also determined that openness to experience has a positive effect on customer inspiration by partially mediating the positive effect between brand experience and inspiration. Furthermore, the hypothesis that customer inspiration positively affects behavioral intention was also confirmed. The research will contribute to expanding the literature on consumer inspiration and openness to experience. Among possible directions for further research is to test the proposed model in relating industries or using statistical data from other countries.