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http://hdl.handle.net/1942/34662
Title: | Can a retail environment be simulated by photographs? | Authors: | WILLEMS, Kim DOUCE, Lieve PETERMANS, Ann |
Issue Date: | 2021 | Publisher: | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | Source: | Journal of Marketing Management, 37 (15-16), p. 1514-1549 | Abstract: | Photographs are commonly used in store atmospherics research, although their ecological validity lacks conclusive support. To this end, we examine the effect of different representation media of a retail environment (i.e. one photograph, three photographs, or a real store visit) on customer experience, satisfaction, and behavioural and attitudinal loyalty. Two studies examine the robustness of our findings across low- and high-experience stores. The results show that only in the high-experience store environment, a real store visit results in a significantly higher average perceived customer experience. Moreover, the chosen representation medium affects satisfaction and behavioural loyalty in both store types. Again, a real store visit results in higher scores. Upon studying low-experience stores and/or focusing on attitudinal loyalty as the outcome variable, pictures, however, do seem to be ecologically valid. To conclude, whether it is safe to simulate a retail environment with photographs depends on the particular retail context and the outcome variables under study. | Keywords: | Customer experience;store atmospherics;environmental representation medium;ecological validity;satisfaction | Document URI: | http://hdl.handle.net/1942/34662 | ISSN: | 0267-257X | e-ISSN: | 1472-1376 | DOI: | 10.1080/0267257X.2021.1918749 | ISI #: | WOS:000680738400001 | Rights: | 2021 Westburn Publishers Ltd. | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2022 |
Appears in Collections: | Research publications |
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Can a retail environment be simulated by photographs_.pdf Restricted Access | Published version | 2.65 MB | Adobe PDF | View/Open Request a copy |
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