Abstract
This study examines the impact of multisensory marketing on the intention to revisit informal learning and working spaces. Drawing on multisensory marketing theory, stimulus-organism-response theory, and place attachment theory, the research proposes and validates a conceptual model that investigates how multisensory marketing influences Generation Z consumers’ perceived enjoyment and perceived authenticity, which in turn affect place attachment and revisit intention. Data were collected through questionnaires administered to customers in both online and offline settings. A total of 587 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate the visual, tactile, and gustatory senses positively influence perceived enjoyment and perceived authenticity, while auditory and olfactory senses do not demonstrate significant effects. Both perceived enjoyment and perceived authenticity positively influence place attachment and the intention to revisit informal learning and working spaces. Place attachment also demonstrates a positive influence on revisit intention. The study clarifies the partial mediating role of place attachment on the relationship between perceived enjoyment, perceived authenticity, and revisit intention. This research contributes to theoretical understanding and offer practical recommendations for managers of informal learning and working spaces to develop effective marketing strategies that enhance customer revisit intention.
