Investigating the mediating role of functional and emotional value in relation to consumer experience and consumers' intention to repurchase (Case Study: consumers of sports shops in Yasuj )

Therefore, in the experience economy we live through; marketing theorists and implementers are in search of unique and entertaining experiences to create customer dependence. In this way, the aim of this study was to Investigating the mediating role of functional and emotional value imers of sports stores in Yasuj. For this purpose, 290 people were selected using available non-random sampling method. The Consumer Experience Questionnaire (lin (2006; experimental value of keng, Tran & thi (2013) and the Keng, Tran & thi (2013) and Yousif (2016) Purchase Intent Questionnaire were used. By referring to the articles that used this questionnaire or similar questionnaires , the face validity of the measurement tool was confirmed and the content validity of the questionnaire was confirmed by academic experts, as well as Cronbach's alpha coefficient for research variables above the desired value (0.70) that indicated that the reliability of the tool was verified. Pearson correlation coefficient and structural equation model were used to test the hypotheses using SPSS20 and AMOS18 software..The results showed that the relationships of consumer experience through the mediation of empirical values, ie emotional value and functional value, have a positive and significant effect on the intention to repurchase. Consumer experience can affect consumer perceptions and behavior in sports stores. But for this relationship, their cognitive and behavioral attachment must be provided by creating low and high hand values. An essential step in creating experiential value for the consumer is to pay special attention to the design of unique experiences