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 customers from several retail sectors. For the second study, 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.
