To read the full version of this content please select one of the options below:

An integrative framework capturing experiential and utilitarian shopping experience

Ann Marie Fiore (Iowa State University, Ames, Iowa, USA)
Jihyun Kim (Virginia Tech, Blacksburg, Virginia, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 22 May 2007



In line with changes in consumer demand, models used in empirical study of the shopping experience have expanded. Reflecting the integrative (experiential and utilitarian) nature of shopping experience, the paper aims to propose an overarching stimulus‐organism‐response based shopping experience framework.


This conceptual paper offers a framework that integrates components of both the hedonic experience related consciousness‐emotion‐value model and the utilitarian experience‐related cognition‐affect‐behavior model. In this paper, articles crossing hedonic and utilitarian boundaries are briefly presented, and the array of variables used in empirical studies of shopping experience, with an emphasis on brick‐and‐mortar shopping experiences, are synthesized for each component of the framework.


The resulting framework is an inclusive overarching structure that explains the consumer shopping experience. This framework is useful for both academia and industry. It may help orient academics to the diverse body of existing shopping experience literature and help researchers develop empirical studies blurring hedonic and utilitarian boundaries of consumer experience. For industry professionals, it may be used to guide development of successful shopping experiences.

Research limitations/implications

The paper does not provide empirical testing of the proposed framework. However, the paper suggests directions for future research, including empirically examining the framework's structural relationships.


The paper presents the framework as a means of giving order to the ever‐expanding body of shopping experience literature.



Fiore, A.M. and Kim, J. (2007), "An integrative framework capturing experiential and utilitarian shopping experience", International Journal of Retail & Distribution Management, Vol. 35 No. 6, pp. 421-442.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited