Dimensions of Experiential Value - Is it same across Retail Channels?

Dimensions of Experiential Value

&nbsp;&nbsp;While empirical importance of dimensionality of perceived value is widely accepted, our understanding of experiential value dimensions in other retail channels and other cultures has not been explicitly tested.<BR>&nbsp;&nbsp;This study attempted to determine if the dimensions of experiential value scale (EVS) by Mathwick, Malhotra, and Rigdon (2001) identified in US catalog and Internet contexts could be applied in other international markets (South Korea) and in other retail channels (department store versus Internet shopping mall). Two data sets, one from 220 department store shoppers via mall intercept method and the other from 359 Internet shopping mall shoppers via online survey method, were analyzed. Confirmatory factor analysis confirmed four different EVS dimensions by retail channels. Overall, entertainment and intrinsic enjoyment values were found to be more important in department store while economic and efficiency value dimensions were interpreted critical in Internet shopping mall context. Visual appeal aspect constitutes distinct value dimension in two channels. In case of department stores, shoppers’ perception of the EVS dimensions varied by demographic variables, while no significant difference was found among Internet shoppers. Managerial implications, study limitations and directions for future research were discussed.