Abstract
Confusion in retailing has attracted increasing attention in the literature. Most of the extant studies concentrate on product-related confusion or the mental state retail shopper confusion. Nevertheless, several recent studies have emphasized the relevance of exploring confusion as an objective property of the store environment. Drawing on this literature stream, the present research conceptualizes the construct store environmental confusion and its six formative dimensions, of which each can be measured through two environmental properties: complexity and conflict. This research seeks to develop, validate, and test a parsimonious index for store environmental confusion. The predictive and nomological validity of the store environmental confusion index is assessed by structural equation modelling and results confirm the hypothesis that store environmental confusion produces undesirable consumer intentions. This research is the first to quantitatively assess the confusion potential of different design factors. The resulting store environmental confusion index can be used to evaluate the confusion potential of various store environments, thereby helping retailers provide customers with a clear and non-confusing store design.
Highlights
More than 20 years ago, Pine and Gilmore (1998) introduced the term experience economy to describe consumers’ increasing desire for experiential value in retailing and services
Stage 3 assesses the validity of each store environmental confusion (SEC) dimension by estimating eight multiple indicators multiple causes (MIMIC) models and verifies the dimensionality of each SEC dimension
Howell et al (2007) list a number of shortcomings of such an approach. They conclude that the predetermination of formative indicator weights is accompanied with a high potential of loss of information, due to the great variety of possible configurations. They argue that subjective weighting of formative measures is only appropriate when a specific dependent phenomenon is of interest, and little meaning and interpretation is attached to the index itself
Summary
More than 20 years ago, Pine and Gilmore (1998) introduced the term experience economy to describe consumers’ increasing desire for experiential value in retailing and services. Marketers and retailers have identified numerous ways to create extraordinary shopping experiences This strategy might backfire since highly arousing store environments likely result in confusion (Bitner 1992). A valid, parsimonious measure of confusion evoked by the store environment would allow retailers to continuously monitor the confusion potential of store environments Against this backdrop, the study has three research objectives. This research develops and empirically tests a parsimonious instrument that measures SEC through specific environmental properties In doing so, it creates a more nuanced view on the confusion potential of store environments. The present research contributes to the extant confusion literature by developing, validating, and testing a parsimonious measure for SEC on manifest properties of the store environment. A general discussion, theoretical and managerial implications, and limitations as well as suggestions for further research conclude this paper
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