This study contributes to understanding the mediating and moderating processes that link technology management with brand equity accumulation through the function of attitudes. Two- and three-ways moderated model linking image/video integration and utilitarian functions to the strength of the relationship between technology inspiration and attitudes. Further, drawing on brand equity and attitude theory, our multiple mediation model posits that (1) the value-expressive attitude influences the social-adjustive attitude through the hedonic function, and (2) perceived quality may affect brand image and advance customer brand loyalty. Data from 642 visitors engaged in Kinmen culinary experience support this proposed model. Implications for theoretical and managerial practice are discussed in the final section.

本研究有助于理解通过态度的功能将技术管理与品牌资产积累联系起来的中介和调节过程。将图像/视频整合和实用功能与技术灵感和态度之间关系的强度联系起来的二向和三向调节模型。此外，借鉴品牌资产和态度理论，我们的多元中介模型假设（1）价值表达态度通过享乐功能影响社会调整态度，（2）感知质量可能影响品牌形象并提高客户品牌忠诚度. 来自 642 名从事金门美食体验的游客的数据支持该模型。最后一节讨论了对理论和管理实践的影响。