Charging the soul: Tailoring five experiential marketing dimensions to harness the appeal of electric vehicles for different psychological traits

In this paper, we employ actor–network theory to investigate the moderating effect of consumer extroversion and introversion on the relationship between experiential marketing dimensions (sense, feel, think, act and relate) and green purchase intentions in the electric vehicle (EV) market. Drawing on service-dominant logic, we further examine the mediating role of experiential value in this relationship. To test our hypotheses, we collected questionnaire data from 510 respondents in China and analyzed them using partial least squares structural equation modeling. The results show that the five experiential marketing dimensions positively influence both experiential value and green purchase intentions, and experiential value mediates the relationship between the five dimensions and green purchase intentions. They also demonstrate the moderating effects of extroversion and introversion in the relationship between experiential marketing dimensions and experiential value. Specifically, extroversion enhances the moderating effects of the sense, act, and relate dimensions, while introversion enhances the moderating effect of the feel dimension. No significant moderating effect was found for the think dimension. This study advances traditional experiential marketing strategies for eco-friendly intention in the EV sector by introducing a novel integrated model based on actor-network theory and service-dominant logic. By incorporating consumer personality traits as a moderating factor, our model could transform EV marketing from broad, complex campaigns to highly targeted strategies based on consumer segmentation, facilitating more precise and effective allocation of marketing resources.