The influence of night market business model innovation on consumer intent with perceived value as the mediating variable and spatial reconfiguration as the moderating variable

Abstract

This study examines the influence of business model innovation on consumption intention at night markets, using perceived value as the mediating variable and spatial reconfiguration as the moderating variable. We collected 374 valid questions from visitors and inhabitants in Guilin, Guangxi using a questionnaire survey. The empirical analysis revealed that business model innovation has a substantial and positive impact on perceived value. Perceived value has a significant and positive influence on consumption intention. Furthermore, perceived value acts as a mediator in the relationship between business model innovation and consumption intention. Additionally, spatial reconfiguration has a positive moderating effect on the relationship between perceived value and consumption intention. Thus, the concept of constructing a business model that combines "cultural elements + local characteristics" aims to create a unique cultural intellectual property (IP) that represents the night economy in Guilin. This IP is designed to cater to consumer preferences and enhance consumer services, ultimately fostering the integration of the culture and tourism industries. By emphasising the perceived value of the night economy and the importance of innovation, this initiative aims to promote the growth of the night economy in Guangxi.

Corresponding author: Xiangrong Deng (email: 2432802740@qq.com)