The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison |
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Authors: | Charla Mathwick Naresh K MalhotraEdward Rigdon |
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Institution: | a Portland State University, Portland, OR, 97207-0751 USA b Dupree School of Management, Georgia Institute of Technology, Atlanta, GA 30332-0520, USA c Georgia State University, Atlanta, Georgia, 30303 USA |
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Abstract: | The authors introduce cognitive continuum theory (CCT) as a theoretical framework to examine the effect of consumer shopping tasks and retail information display properties on consumer perceptions of experiential value. In this empirical investigation, the nature of a consumer’s shopping task is found to exert a direct influence on consumer perceptions of efficiency, economic value, and shopping enjoyment, all active dimensions of value. In addition, congruent interactions between shopping task and retail information display properties exert an enhancing effect on the reactive dimensions of value, as evidenced by perceptions of visual appeal, entertainment value, and service excellence. Future application of CCT is outlined and managerial implications are discussed. |
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Keywords: | Cognitive continuum theory Internet shopping Catalog shopping |
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