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  5. Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation
 
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Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation

Publisher
Elsevier
Source
Journal of Business Research, 68(5), 1003–1011
Date Issued
2014-10-29
Author(s)
Garaus, Marion 
Wagner, Udo  
Kummer, Claudia  
DOI
10.1016/j.jbusres.2014.10.002
Abstract
Shopper confusion represents a mental state often occurring in shopping situations. While extant research focuses on product-related consumer confusion, the current investigation examines store environmental retail shopper confusion. Combining research streams on store environment, environmental psychology, and categorization theory, the authors build a conceptual retail shopper confusion framework. An analysis of expert interviews and open-ended questionnaires distributed to grocery shoppers reveals a classification of retail shopper confusion causes into ambient, design, and social factors, as characterized by the environmental properties variety, novelty, complexity, and conflict. A mediation analysis by means of structural equation modeling confirms the mediating role of retail shopper confusion between cognitive fit with an environment and shopping value. Retail shopper confusion thus explains why shoppers experience low hedonic and utilitarian shopping values in certain shopping situations.
URI
http://hdl.handle.net/20.500.11790/51
Subjects
Retail shopper confusion
Cognitive fit
Information rate
Categorization theory
Shopping value
Appropriateness
Type
info:eu-repo/semantics/article
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