The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison
- 作者：Mathwick ; Charla ; Malhotra ; Naresh K. ; Rigdon ; Edward
- 关键词：Cognitive continuum theory ; Internet shopping ; Catalog shopping
- 刊名：Journal of Retailing
- 出版年：2002
- 期刊代码：60_00224359
- 类别：bus
- 出版时间：Spring, 2002
- 卷：78
- 期：1
- 页码：51-60
- 文件大小：87.3 K
摘要
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.