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Exploring how digital kiosk customer experience enhances shopping value, self-mental imagery and behavioral responses

Aurély Lao (Univ. Lille, LUMEN, ULR 4999, Lille, France)
Mariana Vlad (Univ. Bordeaux, IRGO, EA 4190, Bordeaux, France)
Annabel Martin (Univ. Lille, LUMEN, ULR 4999, Lille, France)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 11 May 2021

Issue publication date: 8 July 2021

1857

Abstract

Purpose

This research analyzes how the dimensions of the customer experience derived from using a digital kiosk during the store visit influence shopping value, self-mental imagery and the behavioral intentions of buying and word of mouth. Mediation effects of utilitarian, hedonic and social shopping values are examined, as well as the mediating effect of self-mental imagery.

Design/methodology/approach

Two empirical studies were conducted to test the research hypotheses. A first analysis was carried out using a sample of 115 customers from several retail sectors. For the second study, 200 customers of one of the largest international sporting goods retailers were interviewed immediately after their store visit.

Findings

The results confirm significant influences of each dimension of the digital kiosk customer experience (sensorial, pragmatic, cognitive, social) on shopping value and self-mental imagery. They highlight strongest effects as well as the quasi-generalized mediating role of these values, and this self-mental imagery in the relations between the components of the experience and the behavioral intentions.

Research limitations/implications

The studies were carried out in only one country (France). It would be also useful to consider variations in shopping motives and in involvement between retail sectors. Highlighted relationships should be deepened by experiments intended to identify the psychological mechanisms and emotions capable of mediating influences of customer experience on shopping value.

Practical implications

The results encourage both advice on the design of digital kiosks and the specifications of their content and several recommendations about the widespread introduction of kiosks or similar new technologies.

Originality/value

This research highlights influences of each of components of customer experience when using an interactive kiosk on shopping values and self-mental imagery, and central roles of these in understanding influences of the customer experience on behavioral responses.

Keywords

Citation

Lao, A., Vlad, M. and Martin, A. (2021), "Exploring how digital kiosk customer experience enhances shopping value, self-mental imagery and behavioral responses", International Journal of Retail & Distribution Management, Vol. 49 No. 7, pp. 817-845. https://doi.org/10.1108/IJRDM-09-2020-0357

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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