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This study explored the mechanism and boundary conditions of experiential marketing on urban consumers\u2019 well-being with a survey data collected from 256 consumers in the catering service industry in China. The results showed that experiential marketing had a significant positive impact on consumer well-being, experiential value played a partial mediation role between experiential marketing and consumer well-being, value proposition engagement moderated the relationship between experiential value and consumer well-being, and value proposition engagement moderated the mediation role of experiential value between experiential marketing and consumer well-being. This study complements the literature of transformative service by revealing a complex mechanism relating to the effects of experiential marketing on urban consumers\u2019 well-being and provides theoretical guidance for service enterprises to improve their offerings.<\/jats:p>","DOI":"10.1155\/2020\/8813906","type":"journal-article","created":{"date-parts":[[2020,10,15]],"date-time":"2020-10-15T17:52:38Z","timestamp":1602784358000},"page":"1-10","source":"Crossref","is-referenced-by-count":4,"title":["The Mechanism of the Effects of Experiential Marketing on Urban Consumers\u2019 Well-Being"],"prefix":"10.1155","volume":"2020","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5760-9739","authenticated-orcid":true,"given":"Hongshen","family":"Liu","sequence":"first","affiliation":[{"name":"School of Economics and Management, Changsha University of Science and Technology, Changsha 410114, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4195-2425","authenticated-orcid":true,"given":"Yuying","family":"Fu","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Changsha University of Science and Technology, Changsha 410114, China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9512-2339","authenticated-orcid":true,"given":"Hao","family":"He","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Changsha University of Science and Technology, Changsha 410114, China"}]}],"member":"311","reference":[{"key":"1","doi-asserted-by":"publisher","DOI":"10.1080\/02642069.2015.1025061"},{"key":"2","doi-asserted-by":"publisher","DOI":"10.1108\/jsm-12-2018-0351"},{"key":"3","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2012.08.013"},{"key":"4","doi-asserted-by":"publisher","DOI":"10.1007\/s11482-008-9043-9"},{"key":"5","doi-asserted-by":"publisher","DOI":"10.1177\/1094670516637675"},{"key":"6","doi-asserted-by":"crossref","DOI":"10.4337\/9780857938855.00036","article-title":"Transformative service research: an emerging subfield focused on service and well-being","volume-title":"Handbook of Service Marketing Research","author":"A. 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