The Impact Of The Experiential Context On The Consumer’s Emotional Reactions And Behavior: The Role Of Digital Stimuli
Keywords:
Digital, shopping experience, consumer behavior
Abstract
Shopping is not just about obtaining tangible products but also enjoyment and pleasure valuable benefits reflected in consumers' spending. Practical and theoretical concerns to examine how the experiential context features of retail stores stimulate consumers' enjoyment and pleasure. Previous studies examine the effects of physical and social environments on shoppers' responses and behavior. However, these studies focus on a limited number of atmospheric variables (e.g., scent, lighting, background music) in order to examine the extent to which consumers react affectively or cognitively.
The development of new technologies and the web advent have led distributors to use digital stimuli. They can be considered as the main levers for manipulating emotional states and triggering purchases.
This article aims to conceptualize the new digital aids used by retailers in order to facilitate the choice and enrich the customers’ experience by providing them with information, reassuring them, saving them time, or entertaining them.
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References
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Filser M. , des Garets V. et Pache G. (2001) La distribution :organisation et stratégie, Editions EMS
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Hagberg J., Sundstrom M., Egels-Zardèn N. (2016), The Digitalization of Retailing, International Journal of Retail & Distribution Management, vol. 44, n°7, p. 694-712
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Holt, D.B. (1995) ‘How Consumers Consume – a Typology of Consumption Practices’, Journal of Consumer Research 22(1): 1–16.
Hoyer WD, Chandy R, Dorotic M, KrafftM et Singh SS (2010) Consumer co-creation in new product development. Journal of Service Research 13(3): 283-296.
Juanedaayensa, E., Mosquera, A., & Sierra, M. Y. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7 Article 1117.
Ladwein R. (2003), Les méthodes de l’appropriation de l’expérience de consommation : le cas du tourisme urbain, Société, consommation et consommateurs, éds E. Rémy, I. Garubuau-Moussaoui, D. Desjeux et M. Filser, Paris, L’Harmattan, 85-98
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Laurent F. (2008), Marketing 2.0 : L’intelligence collec- tive, Paris, M2 Editions.
Leclercq T, Poncin I, et Hammedi W. (2016), « Dix ans de co-création de valeur : une revue intégrative », Recherche et applications en Marketing, No. 3, p.1-38.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal ofMarketing, 80(6), 69–96.
Liljiander, V., Gillberg, F., Gummerus, J., van Riel, A., (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Service 13 (3), 177–191.
Lusch RF et VargoSl (2006), « Service-Dominant Logic: Reactions, Reflections and Refinements », Marketing Theory, Vol. 6, p. 281-288
Maffesoli M. (1990), Au creux des apparences : pour une éthique de l’esthétique, Paris, Plon.
Mehrabian AR et Russell JA (1974) An approach to environmental psychology. Cambridge, MA: MIT Press.
Meuter M. L., Bitner M. J., Ostrom A. L., Brown S. W., (2005), Choosing among alternative ser- vice delivery modes: an investigation of custo- mer trial of self-service technologies, Journal of Marketing, 69, april, 61-83.
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Newsom, M.K., Collier, D.A., Olsen, E.O., (2009). Using ‘‘biztainment’’ to gain competitive advantage. Business Horizons 52, 167–176
Pantano, E., Naccarato, G., (2010). Entertainment in retailing: the role of advanced technologies. Journal of Retailing and Consumer Services 17 (3), 200–204.
Pantano, E., Priporas, C., (2016). The effect of mobile retailing on consumers purchasing experiences: a dynamic perspective. Comput. Human. Behav. 61, 548–555.
Pantano, E., Priporas, C.-V., Sorace, S., Iazzolino, G., (2017). Does the innovation- orientation lead to retail industry growth? Empiricalevidencefrom patent analysis. J. RetailingConsum. Serv. 34, 88–94.
Pantano, E., Priporas, C.-V., Stylos, N., (2018). Knowledge push curve (KPC) in retailing: evidence from patented innovations analysis affecting retailers’ competitiveness. J. RetailingConsum. Serv. 44, 150–160
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Published
2021-10-30
How to Cite
Doulkaid, D. A. (2021). The Impact Of The Experiential Context On The Consumer’s Emotional Reactions And Behavior: The Role Of Digital Stimuli. GPH-International Journal of Business Management, 4(10), 01-11. Retrieved from https://gphjournal.org/index.php/bm/article/view/499
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Articles
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