2026-10-13T02:39:32Z https://www.scidb.cn/oai

10.57760/sciencedb.011uq 2026-09-09T15:24:21Z

2026-09-09 A study on the influence of sensory experience on brand recognition and consumer preference of agricultural products: an empirical analysis of Yantai apples doi:10.57760/sciencedb.011uq en Sensory experience is gradually becoming a key factor influencing consumer decision-making and willingness to pay (WTP). Taking Yantai apples as a case study, this article constructs a research framework of "sensory experience perceived value payment intention" based on the S-O-R model and perceived value theory, and introduces brand trust and price sensitivity as moderating variables. The study adopts a two-stage design: Study one conducts on-site sensory testing in real retail scenarios to examine consumers' responses in five dimensions: visual, olfactory, gustatory, tactile, and auditory; Study 2 collected data on perceived value, willingness to pay, and brand trust of participants in sensory experiences through online questionnaires. The research methods include Partial Least Squares Structural Equation Modeling (PLS-SEM), Conditional Value Method (CVM), and Binary Logit Model, which are used to test path relationships and estimate willingness to pay and sensory premium. The results showed that sensory experience has a significant positive effect on perceived value and willingness to pay, and perceived value plays a partial mediating role in it. Brand trust strengthens the role of "sensory experience → perceived value", while price sensitivity weakens the conversion effect of "sensory experience → willingness to pay". It is worth noting that when constructing the binary Logit model for testing, only taste (2.160 yuan), vision (1.515 yuan), and hearing (1.440 yuan) were able to convert into significant premiums, while smell and touch did not reflect economic effects. This article expands the application of sensory experience theory in agricultural product branding and proposes a logical framework of "psychological activation economic transformation". At the practical level, research has shown that priority should be given to enhancing sensory design for taste, vision, and hearing, combined with trust building and value dissemination, to alleviate the constraints of price sensitivity and achieve sustainable premium for agricultural product brands.  Sensory experience; Perceived value; Willingness to pay; Brand trust; Price sensitivity liu xin wei PUBLIC https://creativecommons.org/licenses/by-nc-sa/4.0/ dataset Science Data Bank