CAN HEDONIC STORE ENVIRONMENTS HELP RETAILERS OVERCOME LOW STORE ACCESSIBILITY?

被引：8

作者：

Ashley, Christy ^{[1
]}

Ligas, Mark ^{[2
]}

Chaudhuri, Arjun ^{[2
]}

机构：

[1] East Carolina Univ, Mkt, Greenville, NC 27858 USA

[2] Fairfield Univ, Charles F Dolan Sch Business, Mkt, Fairfield, CT 06430 USA

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2010年 / 18卷 / 03期

关键词：

D O I：

10.2753/MTP1069-6679180303

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper presents an empirical investigation of the relationship between store accessibility, store type, and commitment. Based on commodity theory, we predict and test whether the hedonic level of a store interacts with store accessibility to change the relationship between store accessibility and store commitment. Results of a field study indicate that the negative effect of low store accessibility on store commitment is dampened in stores that have higher hedonic attributes. The results are replicated in a laboratory experiment, which rules out an alternative hypothesis for the effect. The implications of these findings and directions for future research are discussed.

引用

页码：249 / 262

页数：14

共 40 条

[1] STRUCTURAL EQUATION MODELING IN PRACTICE - A REVIEW AND RECOMMENDED 2-STEP APPROACH [J].