Abstract
Based on a literature review and the results of an exploratory qualitative study, this research examines the dimensions of the perceived value of retail stores in the era of new information and communication technologies (NICT). The results validated the dimensions of Holbrook's typology (1999) and identified new consumer expectations in relation to the integration of NICT in retail stores. These expectations significantly enrich the sub-dimensions of this Holbrook typology and encourage managers who intend to improve their commercial performance to make the shopping experience more immersive and digitalized.
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