Be different! Understanding the influence of bubble tea stores’ innovativeness on revisit intentions through emotions

Purpose This study examines the influence of bubble tea stores’ innovativeness on revisit intentions through the Pleasure-Arousal-Dominance (PAD) model, grounded in the Stimulus-Organism-Response (SOR) theory. Design/methodology/approach Data were collected from 297 bubble tea consumers using a purposive sampling method. The data were then analysed using partial least squares structural equation modeling (PLS-SEM). Findings The results indicate that different dimensions of innovativeness—menu innovativeness, technology-driven service innovativeness, experiential innovativeness, and promotional innovativeness—affect consumers’ emotions (pleasure, arousal, and dominance) in different ways. Furthermore, only pleasure and dominance emotional states positively influence revisit intentions. Originality/value This study is among the few that explore the multifaceted impact of bubble tea stores’ innovativeness on revisit intentions through the PAD emotional state model from the perspective of SOR theory. The findings provide valuable insights for bubble tea store owners, enabling them to craft effective tactics to encourage customers to revisit.