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

Abstract

PurposeThis 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/approachTwo 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.FindingsThe 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/implicationsThe 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 implicationsThe 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/valueThis 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.