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The present study aims to examine consumers’ happiness experiences for speciality coffee consumption in Thailand by considering the role of consumers’ active participation, sharing of experience and consumer experience co-creation.

A purposive survey was conducted in speciality coffee shops located in the largest commercial city and industrial development centre in the Northeastern Region of Thailand, Khon Kaen City, which yielded 271 usable and valid responses. The proposed model was evaluated by using a structural equation analysis with a partial least squares technique.

The results confirmed that consumers’ active participation and sharing of experience affected their experience co-creation, which in turn contributed to the consumers’ happiness experience at the speciality coffee shops.

This study contributes to the consumer experience co-creation and social media literature by proposing a conceptual model for the speciality coffee consumption experience. Furthermore, the study findings contribute to the existing literature by investigating new linkages, such as the role of consumer experience co-creation in a speciality coffee context as a mediating variable of consumer active participation and the sharing of experience with consumers’ happiness experience.

The aim of this study is to examine the impact of perceived special event quality on perceived value and behavioural intentions. Specifically, it was proposed that attendees' perceived special event quality has direct and indirect effects on behavioural intentions through the mediating role of social value, economic value and emotional value.

A self-administered, onsite survey was deployed to gather the data to formulate the hypothesised relationships in this study. Data collection also included event-intercepted panel surveys, conducted with actual consumers who attended the Agricultural and Cultural Fair. The surveys were distributed and conducted during the afternoon and early evenings at the event area and exit point of the event. In total, 250 questionnaires were distributed to domestic visitors and 176 respondents completed the survey.

The study found the perceived quality of the special event directly impacted social value, economic value, emotional value and behavioural intentions. The results also indicated that social value and emotional value had significant effects on behavioural intentions. Further, this study found that both social value and emotional value components mediated the relationship between perceived quality of the special event and behavioural intentions. These results confirmed the existence of a perceived-quality-value-behavioural intentions chain.

There are some key limitations including the sample size in this study was relatively small and all the respondents were domestic attendees, providing findings specific to one culture only. In term of implications, the results offer event organisers holistic insights into elements to be adopted as the foundation for special event consumption. It helps event organisers to build upon customer choice behaviour, which can be employed to effectively cultivate more attendees for the special events.

This is the first study that examined the extent to which attendees' perceived quality of a special event influenced their perceived values in Agricultural and Cultural Fair which is a special event held each year in the major city of Khon Kaen in the northeast region in Thailand.