The Influence of Social-Spatial and Temporal-Functional Scenario Attributes on Purchase Intention: The Mediating Effect of Perceived Experiential Value at Starbucks in Wuhan, China

Abstract

This study investigated the determinants of consumer purchase intention toward Starbucks coffeehouses in Wuhan, China, amid the rapid transformation of the coffeehouse industry from traditional experiential marketing toward scenario-based and efficiency-oriented consumption. The research integrated Scenario-Based Marketing theory with the Stimulus–Organism–Response (S-O-R) framework to examine how social-spatial scenario attributes and temporal-functional scenario attributes influenced purchase intention, both directly and indirectly, through the mediating role of perceived experiential value. A quantitative, positivist research design was employed using a structured online survey distributed to 200 qualified Starbucks consumers in Wuhan. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS software. The results indicated that both social-spatial scenario attributes (B = 0.352) and temporal-functional scenario attributes (B = 0.228) had significant positive effects on perceived experiential value, which subsequently influenced purchase intention (B = 0.323). Both scenario attributes also demonstrated significant direct effects on purchase intention (B = 0.314 and B = 0.299, respectively), and mediation analysis confirmed that perceived experiential value partially mediated both relationships. The model explained 43.2% of the variance in purchase intention. Theoretically, this study extended Third Place Theory and the S-O-R framework by developing a dual-pathway model applicable to post-pandemic, digitally oriented coffeehouse markets in Tier-2 Chinese cities. From a managerial perspective, the findings suggested that Starbucks should adopt a dual-pathway strategy by simultaneously investing in atmospheric and socially flexible store environments while improving service speed and transactional convenience to remain competitive with local digital-native coffeehouse brands.