학술논문
Dimensions of Experiential Value : Is it the same across Retail Channels?
이용수 29
- 영문명
- Dimensions of Experiential Value : Is it the same across Retail Channels?
- 발행기관
- 한국마케팅과학회
- 저자명
- Jin Byongho Yong Ki Lee Soon Hong Kwon
- 간행물 정보
- 『JGAMS』Journal of Korean Academy of Marketing Science Vol.17 No.4, 223~245쪽, 전체 23쪽
- 주제분류
- 경제경영 > 경영학
- 파일형태
- 발행일자
- 2007.12.30
국문 초록
영문 초록
Purpose: While empirical importance of dimensionality of perceived value is widely accepted, our understanding of experiential value dimensions in other retail channels and other cultures has not been explicitly tested. This study attempted to determine if the dimensions of experiential value scale (EVS) by Mathwick, Malhotra, and Rigdon (2001) identified in US catalog and Internet contexts could be applied in other international markets (South Korea) and in other retail channels (department store versus Internet shopping mall).
Methodology/Approach: Two data sets, one from 220 department store shoppers and the other from 359 Internet shopping mall shoppers, were analyzed.
Findings: Confirmatory factor analysis confirmed four different EVS dimensions by retail channels. Overall, entertainment and intrinsic enjoyment values were found to be more important in department store while economic and efficiency value dimensions were interpreted critical in Internet shopping mall context. Visual appeal aspect constitutes distinct value dimension in two channels.
Practical Implications: One separate dimension of time efficiency in Internet shopping mall suggests that more efficient web design and functions that can save time and promote convenience are needed to better accommodate their customers. Internet has heavily relied on traditional attributes, such as factual information, price comparability, and brand name reliance. However, this study suggests that Internet shopping mall retailer should offer visual diversion and stimulation just as brick and mortar shopping malls do.
Originality Nalue of Paper: Although the research findings must be viewed as tentative because the results are from one country, they provide a rich basis for further understanding the dimensions of experiential value in other international markets and other retail channels.
Category: Research Paper
Methodology/Approach: Two data sets, one from 220 department store shoppers and the other from 359 Internet shopping mall shoppers, were analyzed.
Findings: Confirmatory factor analysis confirmed four different EVS dimensions by retail channels. Overall, entertainment and intrinsic enjoyment values were found to be more important in department store while economic and efficiency value dimensions were interpreted critical in Internet shopping mall context. Visual appeal aspect constitutes distinct value dimension in two channels.
Practical Implications: One separate dimension of time efficiency in Internet shopping mall suggests that more efficient web design and functions that can save time and promote convenience are needed to better accommodate their customers. Internet has heavily relied on traditional attributes, such as factual information, price comparability, and brand name reliance. However, this study suggests that Internet shopping mall retailer should offer visual diversion and stimulation just as brick and mortar shopping malls do.
Originality Nalue of Paper: Although the research findings must be viewed as tentative because the results are from one country, they provide a rich basis for further understanding the dimensions of experiential value in other international markets and other retail channels.
Category: Research Paper
목차
〈Abstract〉
LITERATURE REVIEW
METHOD
RESULTS
DISCUSSION
References
LITERATURE REVIEW
METHOD
RESULTS
DISCUSSION
References
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