Abstract This study aims to examine the effects of experiential value in firm-initiated social media activities on brand attitude and purchase engagement. An online survey with the experimental design was used to collect data from 181 social media users who were over 18 years old. The results of this study showed that experiential value positively influenced both brand attitude and purchase engagement. In addition, brand attitude mediated the relationship between experiential value and purchase engagement. The most significant effects of experiential value on brand attitude and purchase engagement were observed at the medium level of participation required in the activity. It was also revealed that the more privacy concern customers had, the stronger the effect of experiential value on brand attitude became. In contrast, as privacy concern increased, the impact of experiential value on purchase engagement decreased. The study extends the current understanding of customer experience and provides important managerial implications.

中文翻译：

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客户通过社交媒体参与公司发起的活动：了解体验价值的作用

摘要本研究旨在探讨企业发起的社交媒体活动中的体验价值对品牌态度和购买参与度的影响。使用具有实验设计的在线调查收集了181位18岁以上社交媒体用户的数据。这项研究的结果表明，体验价值对品牌态度和购买参与度都有积极影响。此外，品牌态度介导了体验价值与购买参与度之间的关系。在活动所需的中等参与度下，观察到了体验价值对品牌态度和购买参与度的最显着影响。还显示出，客户对隐私的关注越多，体验价值对品牌态度的影响就越大。相比之下，随着对隐私的关注增加，体验价值对购买参与度的影响减小。该研究扩展了对客户体验的当前理解，并提供了重要的管理意义。