Quality, value, satisfaction, trust, a

demonstrates the importance of measuring both hedonic and utilitarian value and of controlling for
shopping orientation and gender when pre-testing an electronic catalog.
Some limitations of our study should be noted. First, our study only considers electronic
catalogs from online travel agencies. As such the external validity may be limited. Generalizability
could be established if additional studies validate the conceptual framework for other industries
such as banking or computers. Second, the conceptual framework was tested with students.
Although according to Calder, Phillips and Tybout (1981), using students reduces extraneous
sources of variance, additional research is needed to validate the results with a non student sample.
Third, subjects who had already visited the electronic catalog were excluded from the final sample.
This procedure was necessary to ensure the internal validity of our research but limits its external
validity.
References
Arnold, Mark J. Reynolds Kristy E. Hedonic shopping motivations. Journal of Retailing 2003; 79,
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Babin Barry J. Attaway Jill S. Atmospheric affect as a tool for creating value and gaining share of
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Babin Barry J. Darden William R. Good and bad shopping vibes: spending and patronage
satisfaction. Journal of Business Research 1996; 35 (3): 201-206.
Babin Barry J. Darden William R. Griffin Mitch. Work and/or fun: measuring hedonic and
utilitarian shopping value. Journal of Consumer Research 1994; 20: 644-656.
Babin Barry J. The in-store retail experience: A CEV approach to consumer shopping activity.
Dissertation, Louisiana State University, 1991.
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