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EMAC 2024 Annual


The impact of consumer motives for interacting with digital touchpoints on customer experience and attractiveness of retail agglomerations: a shopping journey perspective
(A2024-119770)

Published: May 28, 2024

AUTHORS

Daphne Hagen, Amsterdam University of applied sciences; Bas Spierings, Utrecht University; Jesse Weltevreden, Amsterdam University of Applied Sciences; Oedzge Atzema, Utrecht University

ABSTRACT

Collective digital touchpoints such as retail agglomeration websites, social media, and e-mail are frequently used to enhance retail agglomerations' customer experience and attractiveness. Understanding consumers' utilization of these touchpoints is crucial for advancing academic insights and guiding practitioners. A survey of 196 Dutch consumers, grounded in the customer experience framework and uses and gratifications theory, reveals that while motivations like entertainment-seeking, reward-seeking, and ethical consumption-seeking positively influence customer experience, interestingly, convenience-seeking does not. This counterintuitive finding indicates a nuanced impact of motivations on customer experience. Particularly in entertainment-seeking, the positive impact grows with the number of shopping journey stages where collective digital channels are used. Customer experience then directly influences satisfaction and indirectly impacts revisit intention through satisfaction.