Impact of hedonic evaluation of technological innovations on revisit intention in a store digitalization context

Mbaye Fall Diallo and Isabelle Collin-Lachaud ()
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Mbaye Fall Diallo: LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille
Isabelle Collin-Lachaud: LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille

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Abstract: This research investigates how hedonic evaluation of technological innovation affects directly store revisit intention and indirectly through the mediation of customer satisfaction and shopping experience. The introduction of new technologies in super-and hypermarkets was studied using a quantitative survey undertaken with 257 real customers. Respondents assessed four innovative tools (automatic check-out, Internet kiosk, Smartphone and self-scanning). Structural equation modeling results show that customer hedonic evaluation of technological innovation affects positively store revisit intention. However, while technology pleasantness influences it significantly technology interactivity does not. Furthermore, we establish significant mediation effects of customer overall satisfaction and shopping experience on the relationship investigated. FIMIX-PLS segmentation 1 identifies two specific groups (low and high hedonic technology seekers). This research stresses retail companies to focus on hedonic aspects of innovative technologies offered in the context of store digitalization and to invest in personnel and accompanying measures that enable a smooth use of technological innovations.

Keywords: Hedonic Evaluation; Technological Innovation; New Technologies; Technology-Human Interaction; Shopping Experience; Satisfaction; Store Revisit Intention; Pleasantness; Interactivity; Mediation Effects; Segmentation (search for similar items in EconPapers)
Date: 2019
Note: View the original document on HAL open archive server: https://hal.science/hal-03156206
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Published in International Journal of Technology and Human Interaction, 2019, 15 (4), pp.38-53. ⟨10.4018/IJTHI.2019100104⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03156206

DOI: 10.4018/IJTHI.2019100104

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