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.

Exploring the Influence of Determinants on Behavior Intention to Use of Multiple Media Kiosks Through Technology Readiness and Acceptance Model

“…The 24-h chain convenient stores have become an important channel for buying daily necessities in Asia, as their density of distribution increases ( Chang et al, 2016 ; Kwak and Cho, 2019 ; Hsiao et al, 2020 ). In order to improve consumer experience and functionality of convenient stores, firms launched multiple media kiosks (MMKs) to expand their service scope ( Brengman et al, 2021 ; Lao et al, 2021 ). MMK is a self-server terminal that is commonly seen in the retail channel.…”

“…Self-service technology, which is self-server terminal, is simply a kind of intelligent human-computer interaction equipment, in which the user operates and completes the business through a device according to the provided instructions. This kind of self-server terminal not only makes extremely high profits for a retail store in the least space, but also allows consumers to have a delightful and novelty experience ( Ku and Chen, 2012 ; Grewal et al, 2020 ; Brengman et al, 2021 ; Lao et al, 2021 ), thus creating new added value for retailers ( Kwak and Cho, 2019 ). Although it is an interesting experience platform, firms are not suggested to focus only on MMKs, because MMKs increase the learning burden for consumers, especially the aged or children ( Chang et al, 2016 ; Hsiao et al, 2020 ).…”

“…However, for MMKs subject to fast-updating technologies, the mere TAM is not enough to explain technology adoption behaviors of consumers ( Kim et al, 2017 ; Rafique et al, 2020 ). In order to enrich understandings and insights, it is necessary to build a complete interpretation model to discuss the psychological process of individuals perceiving the technology value ( Wallace and Sheetz, 2014 ; Manis and Choi, 2019 ; Rafique et al, 2020 ; Wang et al, 2020 ; Lao et al, 2021 ). Some scholars indicated that individual differences serve as an important factor in making TAM more generalized ( Manis and Choi, 2019 ) and explaining how the technology value perception of individuals affect their technology adoption behaviors or intentions ( Wallace and Sheetz, 2014 ; Lin and Kim, 2016 ; Min et al, 2019 ; Wang et al, 2020 ).…”

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“…Schlosser (2003) stated that a medium helps to induce more vividness in mental images. Lao et al (2021) found out that customer experience dimensions, that is, "sensorial, pragmatic, cognitive, and social," also have positive influence on the mental imagery. Huang and Ha (2021) found out that fluency in processing information and images enhances mental imagery.…”

“…Skard et al (2021) argued that the results support the notion that mental imagery "offers a sensory and emotional surrogate of consumption experience, it stands to reason that (it) may influence attitude strength enough affective response." Lao et al (2021) examined the effects of "sensorial, pragmatic, cognitive, and social" dimensions of customer experience on "shopping value, self-mental imagery, and behavioral intention." They also studied the mediating role of shopping values (hedonic, utilitarian, and social) and self-mental imagery between the customer experience and behavioral intentions (word of mouth and purchase intention).…”