Impact of customer experience in wine culture programs on behavioral intentions

Purpose This article aims to apply quantitative research to test the complex interplay between customer experience and behavioral intentions under specific conditions and influences, specifically exploring the mediating role of satisfaction and the moderating role of age. Design/methodology/approach The authors first examined the main factors composing customer experience for wine consumers through interviews. An online survey was then conducted to collect data on customer experience and behavioral intentions via a social media platform. Statistical analysis using SPSS 27 was performed, including hierarchical regression and Bootstrap tests, to assess the mediation and moderated mediation effects in the context of imported wine in an emerging market. Findings This article reveals that customer experience significantly influences behavioral intentions, with satisfaction acting as a mediator. Age serves as a moderator, strengthening the effect of experience on satisfaction, and the effect of satisfaction on behavioral intentions, particularly for the 35–50 age group (“Builders”). In the context of the Chinese wine market, this group, with higher disposable income and established preferences, is more likely to engage in refined wine culture experiences. It is recommended that wine companies offer high-quality experiences for the “Builders” (35–50) and adjust strategies as younger consumers enter this segment. Originality/value This is the first research to empirically examine the positive correlation between customer experience and behavioral intentions influenced by different factors in the wine program context, which calls for further investigation of experience marketing in the future.