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

International audienceThis 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