This paper presents an empirical investigation of the relationship between store accessibility, store type, and commitment. Based on commodity theory, we predict and test whether the hedonic level of a store interacts with store accessibility to change the relationship between store accessibility and store commitment. Results of a field study indicate that the negative effect of low store accessibility on store commitment is dampened in stores that have higher hedonic attributes. The results are replicated in a laboratory experiment, which rules out an alternative hypothesis for the effect. The implications of these findings and directions for future research are discussed.
Available at: http://works.bepress.com/arjun_chaudhuri/8/