Background: Consumer purchase intention can be defined as a predetermined plan for definitive purchase and receive services in the future, and it is a factor in predicting consumer final purchase behavior. Various factors, such as the cultural, social, personal, and psychological characteristics of the consumer, affect his/her intent of purchase. Understanding these factors helps business and marketing managers to act more functional and profitable.
Objective: The purpose of this study is to investigate the effect of customer experience on consumer purchase intention through mediator variables of consumer intellectual engagement and visual perception.
Methodology: The present study in terms of objective is an applied research, and in terms of data collection nature is a descriptive-survey study and of correlation type. The statistical population of this research is the consumers of restaurants and grocery stores in Shiraz. The data collection tool is the questionnaire. Sampling was used due to the large population of the statistical population. Sampling method in this study is Convenience Sampling. Validity of the questionnaire was confirmed through face and content validity. Also for the structural validity, the AVE index, the eigenvalue of the explained variance was used. A total of 400 questionnaires were distributed among the members of the statistical population. Finally, 385 questionnaires were collected and analyzed. Reliability of the questionnaire was measured by Cronbach's alpha method. Cronbach's alpha for the whole questionnaires was 0/966 that indicates its reliability. The data analysis method is structural equation modeling using Smart PlS software. Findings: The findings of this study indicate that customer experience has a positive and significant effect on intellectual engagement and visual perception, and these two variables have also a positive and significant effect on consumer purchase intention. Also, the impact of customer experience dimensio