The Influence of Interactive Window Displays on Expected Shopping Experience

TitreThe Influence of Interactive Window Displays on Expected Shopping Experience
Type de publicationArticle de revue
AuteurLecointre-Erickson, Danielle , Dauce, Bruno , Legoherel, Patrick
EditeurEmerald
TypeArticle scientifique dans une revue à comité de lecture
Année2018
LangueAnglais
Date2018
Numéro9
Pagination802-819
Volume46
Titre de la revueInternational Journal of Retail and Distribution Management
ISSN0959-0552
Mots-clésAffective response, Interactive window display, Shopping experience
Résumé en anglais

Purpose

The global aim of this paper is to provide managerial and theoretical contributions in order to guide retailers in their decision to invest in interactive storefront technology and to fill in the gaps in the literature in regards to the influence and the role of exterior atmospheric variables in brick-and-mortar retail experience. The purpose of this paper is to investigate the role of interactive technology in window displays and its influence on consumers’ affective responses, expected shopping experience and behavioural intentions at the point of sale.

Design/methodology/approach

The design of the study is founded in the presence (=1) vs absence (=0) of interactive technology in the window display. A partial least squares–structural equation modelling (PLS–SEM) approach is used to analyse the structural model and the correlations between the variables.

Findings

This paper finds that the technology has a significant influence on arousal, and that expected shopping experience has a significant influence on patronage intentions.

Research limitations/implications

This study was conducted on French individuals in a tourist bureau setting. The study should be replicated in other retail settings in order to improve the generalisation of the findings.

Originality/value

This study is the first to experimentally test the influence of an interactive storefront display in retailing. This paper also contributes to the retailing literature on exterior atmospheric variables.

URL de la noticehttp://okina.univ-angers.fr/publications/ua17481
DOI10.1108/IJRDM-05-2017-0111
Lien vers le document

https://www.emeraldinsight.com/doi/abs/10.1108/IJRDM-05-2017-0111