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- Title
Évolution numérique des points de vente par la borne interactive : quels impacts sur l'imagerie mentale, l'expérience de magasinage et la valeur de magasinage ?
- Authors
Lao, Aurély; Vlad, Mariana
- Abstract
This article mobilizes the theoretical framework of mental imagery, experience and shopping value to study the impact of the digital tools or terminals on these three concepts. The qualitative research of 43 consumers reveals a modification of all the dimensions of the experience, in particular the temporal and cognitive dimensions. These dimensions strongly linked to mental imagery, impact the shopping value: utilitarian, hedonic, social, services excellence and to a lesser extent aesthetics of the stores. Elements of reflection for firms are provided to retailers who wish to accompany the digitalization of their store.
- Publication
Décisions Marketing, 2018, Issue 91, p61
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.091.61.78