Skip to main content
Article
Can Hedonic Store Environments Help Retailers Overcome Low Store Accessibility?
Journal of Marketing Theory and Practice
  • Ashley Christy
  • Mark Ligas, Fairfield University
  • Arjun Chaudhuri, Fairfield University
Document Type
Article
Publication Date
1-1-2010
Disciplines
Abstract
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.
Comments

Copyright 2010 Journal of Marketing Theory and Practice, M.E. Sharpe Inc.

A link to full-text has been provided for authorized subscribers.

Published Citation
Ashley Christy, Mark Ligas and Arjun Chaudhuri (2010), “Can Hedonic Store Environments Help Retailers Overcome Low Store Accessibility?,” Journal of Marketing Theory and Practice, 18 (3), 249-262.
DOI
10.2753/MTP1069-6679180303
None
Peer Reviewed
Citation Information
Ashley Christy, Mark Ligas and Arjun Chaudhuri. "Can Hedonic Store Environments Help Retailers Overcome Low Store Accessibility?" Journal of Marketing Theory and Practice Vol. 18 Iss. 3 (2010)
Available at: http://works.bepress.com/mark_ligas/1/