The Influence of Threshold Experience on Ski Consumers'Intention to Return——A Test of the Mediating Effect of Memorable Experiences
To gain deeper insights into the mechanisms impacting ski consumer behavior,this study investigates the mediating effect of memorable experiences by introducing it as a variable.Using a structural equation model,we examine the influence of threshold experience on ski consumers'intention to return.The results show that threshold experience has a direct and positive impact on consumers'willingness to continue skiing,and memorable experiences plays a fully mediating role in the process of the threshold experience influencing ski consumers'intention to return.This study contributes to the theoretical basis for a further understanding of consumer behavior in sports and provides practical implications for the sustainable development of the winter sports industry.
threshold experienceski consumersmemorable experiencesintention to returnmediating effect
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