Search results

This paper aims to understand Chinese tourists’ changing shopping experience in Macao. In scrutinizing reviews posted in the pre-COVID and during COVID eras, the study has identified changing patterns in Chinese tourists’ shopping experiences, including increased leisure components while shopping, decreased luxury pursuits and an improved overall leisure and shopping experience because of decreased prices in accommodation and a less crowded retail and leisure environment. An emergent opportunity to provide “retail-tainment” experience is discussed.

The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.

The results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Revolutionary changes are happening in retail, and the term “retail apocalypse” reflects these dramatic changes. As a growing number of traditional brick-and-motor retailers are closing, the aim of this study is to understand and test the dimensions of specific store and consumer factors that are driving this shift towards non-traditional retail marketplaces (e.g. pop-up stores, fashion trucks), factors that drive consumer loyalty (i.e. re-patronage intentions) and the mediating role of shopping enjoyment in this context.

This study used a consumer panel (n = 237) of previous shoppers of non-traditional retailers. Utilising exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), this study identifies possible store and consumer factors that are associated with consumers' patronage of non-traditional retailers. Based on results, we propose a model for non-traditional retail shopping behaviour.

EFA revealed that quality of personal experience and consumer curiosity were dominant factors explaining variance. Key findings revealed that in-store factors (in-store ambiance, quality and value of products) and consumer factors (consumer curiosity, quality consciousness) influence consumers' re-patronage intentions. This highlights the importance of maintaining quality elements in shopping experiences. Shopping enjoyment was found to mediate relationships, indicating that while not all factors directly impact loyalty, it can be enhanced through pleasurable shopping experiences.

Our findings help retailers understand which factors are driving this dramatic change in consumer behaviour so they may develop better strategies to attract and retain customers. Retailers need to highlight product quality and in-store atmosphere and spark consumers' quality consciousness and curiosity to enhance consumer loyalty.

Despite the rise in popularity, this is the first study to investigate non-traditional retailers comprehensively.

The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how consumer pursuit of shopping value links in turn affects their satisfaction and unplanned purchase behavior.

The research model was tested using the data collected from 363 valid questionnaires. Structural equation modeling was employed to verify and validate the research model.

The results of this study show that perceived control of flow and concentration will positively affect consumer utilitarian value, while concentration and cognitive enjoyment will positively affect hedonic value. Further, the effect of utilitarian value on satisfaction is greater than that of hedonic value. Finally, hedonic value positively affects unplanned buying behavior. This research results may serve as a reference for online store operators.

This study used cross-sectional data for its cause and effect analysis. Long-term conclusions based on this study are not possible. Future scholars may consider using a longitudinal approach.

The results of this study clearly demonstrate that e-commerce operators must construct environments that create flow experiences for shoppers by increasing their perceived control, concentration, and cognitive enjoyment. Doing so will create both utilitarian and hedonic values, making consumers feel satisfied with their shopping experience and leading them to make purchases not originally planned in their shopping list.

This study’s major contribution is its successful linkage of the dimensions of flow experience to purchase values. Moreover, it confirms that when online shoppers have an unselfconscious flow experience, they will experience both utilitarian and hedonic values, thus increasing their satisfaction.

Off-price fashion retailers are expected to dominate the retail sector over the next five years. Surprisingly, selling excess designer labels, in what some describe as a disorganized manner, appeals to certain shoppers who enjoy the “thrill of the hunt.” Recent research conceptualized consumers, whose motivation for, and outcomes from, fashion shopping set them apart from previously reported shopper types. Referred to as “Sport Shoppers,” they view fashion shopping as an achievement domain. The purpose of this paper is to quantify such shoppers through the development of a valid psychometric scale.

Four studies, comprising depth interviews and online surveys, across two countries were employed to develop a three-dimensional scale of the sport shopping experience. Factor analyses and structural equation modeling were used to analyze and test a theoretically hypothesized model.

Study 1 generated items aligned to the three theoretical dimensions of the sport shopping experience. Study 2 confirmed reliability and factor structure of the psychometric scale. Study 3 provides evidence of convergent and discriminant validity with previous shopper types. Finally, Study 4 demonstrates nomological validity through a theoretically hypothesized model of the sport shopping experience.

This is the first study to employ achievement goal theory in a consumer behavior context to delineate an emergent shopper type. The developed scale is the most comprehensive, multi-dimensional measure of the experience of this new consumer type. As such, it represents a valuable contribution to fashion retail and consumer behavior literature. The scale enables practitioners to quantify target markets and identify relationships to other factors, such as overall satisfaction and brand repurchase intentions.

This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an under-investigated theme, despite its relevance.

An interpretative multi-method approach was used by combining video observation with camera eyeglasses and in-depth interviews with 30 customers of a department store.

Results offer a holistic framework with four-dimensional axial combination involving physical comfort, psychological comfort, physical product evaluation and sensorial product evaluation. Based on this framework, results highlight the role of comfort and products in producing shopping experience in ordinary store visits.

The findings contribute both to consumer experience studies and to the retail marketing literature in shading a light on experience production in ordinary store visits. Specifically, we detail these visits not as a static response to a given environment stimulus, but as a simultaneous objective and subjective combination able to produce experience.

The results encourage managers to understand the experience production not just as an outcome of managerially influenced elements, like décor or odor. It involves considering subjective elements in the design of consumers’ physical and sensorial retail experiences.

Adopting an innovative method of empirical data collection, results generated a framework that integrates the objective shopping environment and subjective consumer responses. This research considers the role of comfort and product features and quality both physically and sensorially to develop experiences in a holistic manner in ordinary shopping visits.

The purpose of this paper is to devise a comprehensive framework of the emergent shopping experience as the result of the combination of store access and the use of communication technologies, particularly social media.

The paper builds on a set of 20 semi-structured interviews to London-based young consumers aged 18-23 and adopts an exploratory approach aimed at understanding the broad relationship between retailing and social media use.

The findings highlight how an intensive use of social media and digital communication technologies emerges as an integral part of the shopping experience inside and outside the store.

Drawing upon the notion of the “experience economy,” scholars and practitioners are actually pushed to reconsider the role of traditional shopping as in-store experience that is evolving fast as an effect of the continuous progress into communication technologies. This concept contributes to knowledge development by linking research in retail with work in the area of consumer culture.

Marketers and retailers should consider that the shopping experience is no longer limited to the physical point of sale. This means that retailers should be able to provide a shopping experience that is natively networked.

The authors identify the emerging “networked experience” of shopping, which derives from the consumers’ widespread usage of new communication technologies to collect information, their willingness to share part of this information with others, while creating new digitally mediated relationships with retailers.

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.

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.

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.

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.

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.

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.

This paper aims to verify the hypothetical relationships between antecedent and consequence variables of consumer's shopping experiences based on an experiential typology advocated by Schmitt.

First, the study takes a holistic view of shopping experiences by adopting three experiential components (sensory, affective, and rational) with a view to uncovering the roles of antecedent (shopping motives) and consequence (impulse buying) of shopping experiences. Specifically, the study seeks to affirm the effects of shopping motives on shopping experiences for three types of retail store (department store, discount store, and internet store) and two product types (perfume and detergent). Second, the study confirms whether store type and product type influence the kind of experience preferred by shoppers and verifies whether types of product and store moderate the relationship between shopping motives and shopping experiences. Thirdly, the study investigates the effects of shopping experiences on impulse buying, with special attention given to the role of store atmospherics.

The study found that shopping motives had significant effects on shopping experiences. Product‐based shopping motive exerted greater significant influence on shopping experiences than experience‐based motive. The result showed that product type (detergent) was a significant moderator between experience‐based shopping motive and sensory experience. And, both department store and discount store were found to significantly moderate between experience‐based motive and affective experience. It also found that affective shopping experience boosted impulse buying and rational experience decreased it significantly at department store. However, no consistent pattern of influence was detected for the effects of atmospherics on impulse buying when examined by store type.

The study results will offer important retailing implications which accommodate customers' experiential needs that are not only consumer‐centric, but also context specific. The study reflects the growing recognition of the role of sensory stimuli, as they were found to influence advertisement and brand effectiveness. Also, antecedents of experiential shopping in relation to its impact on impulse buying have not been fully explored in the past.

The transition from multichannel to omnichannel retailing requires a better conceptualisation, especially for customer experience in smart shopping malls. Therefore, this study aims to propose a theoretical model that captures customers’ omnichannel experiences in smart shopping malls in terms of personal interaction, physical environment and virtual environment encounters. It examines the mediating role of flow experience on the relationship between the three types of encounters and customers’ intention to revisit smart shopping malls.

The study draws on four key theories: the service encounter model, trust-commitment theory, flow theory and experiential value theory. A total of 553 completed questionnaires were collected from customers (millennials) in the United Kingdom (UK). The data was analysed using partial least squares-structural equation modelling.

The findings show that physical environment encounters and personal interaction encounters play a significant role in customers’ omnichannel experiences in smart malls. Also, of significance are the following aspects of virtual environment encounters: interface design, personalisation, trust, privacy, consumer–peer interaction and relationship commitment. The findings highlight the significant mediating role of flow on the relationships between these three types of encounters and intention, and the effect of flow on omnichannel service usage in smart shopping malls.

The research contributes to the existing literature by proposing a conceptual model: the smart shopping mall omnichannel customer experience (SSMCE) model. The findings offer practical guidance to shopping malls and retailers who wish to enhance the customer omnichannel experience.