A study on the influence of sensory experience on brand recognition and consumer preference of agricultural products: an empirical analysis of Yantai apples

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".