How experiential consumption moderates the effects of souvenir authenticity on behavioral intention through perceived value

Abstract This study investigates the relationships among souvenir authenticity, perceived value (PV) and behavioral intention (BI) in the context of experiential consumption. Using the customer data from the Pearl River Delta region of China, this empirical study adopts a PLS-SEM model to further examine the mediating effect of PV and the moderating effect of experiential consumption on the relationship between souvenir authenticity and BI. In comparison with the non-experiential consumption setting, souvenir authenticity was found to have a greater positive effect on the BI of tourist through PV in the experiential consumption setting. In addition, different dimensions of authenticity and PV are emphasized during souvenir purchases in the experiential consumption. These results deepen the understanding of souvenir authenticity and PV as well as the effects of experiential consumption for postmodern tourists. Managerial implications are provided for practitioners.