Index of Paper Presentations for the Parallel Sessions - Academy of ...

and further reported that mood, involvement and shopping experience have significant effects on shoppingintentions. Healy et al. (2007) found that the retail experience is an emotional labyrinth in addition to being aphysical store layout. The combinations of static and dynamic elements supply a rich tapestry of hedonic activity,which provides customers with rich emotional benefits.Baker et al. (2002) proposed a conceptual model describing the effect of store environment dimensions – design,social and ambient, on consumer decision making. They suggested that creating a superior in-store shoppingexperience is critical, and could provide competitive weapon for brick and mortar retailers in the face of growingcompetition from online retailers. The customer‘s retailing experience consists of a series of clues (a) related toactual functioning of retail (logical dimension – price, merchandise, service etc.) and (b) emotional dimensioninvolving five senses and the environment (Knee, 2002). It was further suggested that customer interaction in storecan be better understood and managed using theatrical devices. Burns and Neisner (2006) also found that cognitiveevaluation and emotional reaction explain the level of satisfaction experienced in a retail setting. Customer considersa wide range of cognitive and emotional factors while selecting a particular store.Experiential retailing has been approached from five different perspectives namely experiential consumption,symbolic consumption, entertainment retailing, themed retailing, and cross shopping (Kim, 2001). Consumers shopfor a variety of known and unknown motives. Tauber (1972) proposed that people shop primarily due to personaland social motives, and often get engaged in impulse shopping. Shopping trip results into experiential outcomesassociated with consumption. Customers experience both utilitarian and hedonic value from shopping (Babin et al,1994; Jones et al, 2006; Diep and Sweeny, 2008; Carpenter and Moore, 2009). Utilitarian value refers to goal or taskaccomplishment focusing on rational benefits (Blackwell et al, 2006; Diep and Sweeny, 2008). Hedonic valuederived from shopping represents fun and enjoyment dimensions of overall shopping experience includingexcitement and escape from everyday activities (Diep and Sweeny, 2008; Carpenter and Moore, 2009). It has beenreported that satisfaction in shopping experience is more strongly related to hedonic rather than utilitarian value(Jones et al, 2006). Based on the integrative (experiential and utilitarian) nature of shopping experience, Fiore andKim (2007) proposed an overarching stimulus organism response based shopping experience framework. Their