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Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation

机译：认知契合度，购物者的困惑和购物价值：实证研究

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摘要

Shopper confusion represents a mental state often occurring in shopping situations. While extant research focuses on product-related consumer confusion, the current investigation examines store environmental retail shopper confusion. Combining research streams on store environment, environmental psychology, and categorization theory, the authors build a conceptual retail shopper confusion framework. An analysis of expert interviews and open-ended questionnaires distributed to grocery shoppers reveals a classification of retail shopper confusion causes into ambient, design, and social factors, as characterized by the environmental properties variety, novelty, complexity, and conflict. A mediation analysis by means of structural equation modeling confirms the mediating role of retail shopper confusion between cognitive fit with an environment and shopping value. Retail shopper confusion thus explains why shoppers experience low hedonic and utilitarian shopping values in certain shopping situations. (C) 2014 Elsevier Inc. All rights reserved.
机译：购物者的困惑代表经常在购物环境中发生的一种精神状态。现有的研究集中在与产品相关的消费者困惑上，而本次调查则考察了商店环境零售购物者的困惑。结合商店环境，环境心理学和分类理论的研究流，作者建立了一个概念性的零售购物者混淆框架。对分发给杂货店购物者的专家访谈和开放式问卷的分析显示，零售购物者的混淆原因分为环境因素，设计因素和社会因素，其特征是环境属性的多样性，新颖性，复杂性和冲突性。通过结构方程模型进行的中介分析证实了购物者对环境的认知与购物价值之间的混淆的中介作用。因此，零售购物者的困惑解释了为什么购物者在某些购物情况下享受低享乐主义和实用主义的购物价值。 （C）2014 Elsevier Inc.保留所有权利。

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