PurposeThis research analyzes how the dimensions of the customer experience derived from using a digital kiosk during the store visit influence shopping value, self-mental imagery and the behavioral intentions of buying and word of mouth. Mediation effects of utilitarian, hedonic and social shopping values are examined, as well as the mediating effect of self-mental imagery.Design/methodology/approachTwo empirical studies were conducted to test the research hypotheses. A first analysis was carried out using a sample of 115 customers from several retail sectors. For the second study, 200 customers of one of the largest international sporting goods retailers were interviewed immediately after their store visit.FindingsThe results confirm significant influences of each dimension of the digital kiosk customer experience (sensorial, pragmatic, cognitive, social) on shopping value and self-mental imagery. They highlight strongest effects as well as the quasi-generalized mediating role of these values, and this self-mental imagery in the relations between the components of the experience and the behavioral intentions.Research limitations/implicationsThe studies were carried out in only one country (France). It would be also useful to consider variations in shopping motives and in involvement between retail sectors. Highlighted relationships should be deepened by experiments intended to identify the psychological mechanisms and emotions capable of mediating influences of customer experience on shopping value.Practical implicationsThe results encourage both advice on the design of digital kiosks and the specifications of their content and several recommendations about the widespread introduction of kiosks or similar new technologies.Originality/valueThis research highlights influences of each of components of customer experience when using an interactive kiosk on shopping values and self-mental imagery, and central roles of these in understanding influences of the customer experience on behavioral responses.

Cet article s’intéresse à la valorisation de la digitalisation des points de vente alimentaires tant du point de vue du consommateur que du distributeur. Il mobilise le cadre d’analyse de la valeur globale. L’étude qualitative auprès des consommateurs révèle la perception de bénéfices de la digitalisation utilitaires, cognitifs et d’expression de soi ainsi que de sacrifices non monétaires associés à la fonctionnalité, à l’expression de soi et à la responsabilité sociétale. Ce travail sensibilise les distributeurs sur les sources de destruction de la valeur et leur impact négatif sur la satisfaction client et propose des pistes pour identifier les fonctionnalités des outils digitaux à développer en priorité.

Purpose This paper studies the effects of retailer app use on perceived shopping value and loyalty toward the retailer. It also investigates whether deal proneness moderates the relationship between app use and perceived shopping value.Design/methodology/approach A sample of 427 French consumers took part in an online survey inquiring about a recent shopping experience. The authors compared customers who used a retailer app during their shopping experience with those who did not. Mediation and moderated mediation using PROCESS were performed to identify whether retailer app use improves loyalty intentions through perceived shopping value, with deal proneness used as a moderator.FindingsThe results show a positive and direct effect of retailer app use on loyalty. The effect is also mediated by utilitarian and hedonic shopping values. The authors also highlight the fact that deal proneness moderates the mediation effect of both utilitarian and hedonic shopping values between retailer app use and loyalty. More specifically, retail app use significantly increases shopping value for deal-prone customers.Originality/value In the age of omnichannel retailing, this study offers potential contributions to improve the theoretical knowledge of the impact of retailer apps on retailer–customer relations, helping businesses to develop and implement appropriate app-related strategies.

Cet article mobilise le cadre théorique de l’imagerie mentale, de l’expérience et de la valeur de magasinage pour analyser l’influence de l’utilisation d’une borne interactive sur ces trois concepts. L’étude qualitative menée auprès de 43 consommateurs relève une modification de l’ensemble des dimensions de l’expérience, notamment les dimensions temporelle et cognitive. Ces dimensions fortement liées à l’imagerie mentale, impactent la valeur de magasinage utilitaire, hédonique, sociale, l’excellence des services et dans une moindre mesure l’esthétique des points de vente. Sur le plan managérial, des éléments de réflexion sont apportés aux enseignes qui souhaitent accompagner la digitalisation de leur(s) magasin(s).

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