American International Journal of Social Science

ISSN 2325-4149(Print), ISSN 2325-4165(Online) DIO: 10.30845/aijss

Exploring the Boundary Conditions for Overcoming Low Accessibility
Ji Yoon Kim, Young Sun Ryu, Ms; Kyounghee Chu

Abstract
This study examines the moderating effect of mental simulation and product type between accessibility and behavior intention. The results show that outcome-focused simulation and hedonic product type can overcome the disadvantages caused by stores’ low accessibility. If customers are offered products or services with outcomefocused simulation, such as pleasurable benefits or sensory cues, they would be willing to visit the stores located in distance. Furthermore, when the customers are to purchase or use the products or services with hedonic dimension, low accessibility won’t be considered as impediments on patronage intentions. Our findings suggest that investing on outcome-focused attributes or hedonic aspects of products in marketing activities could overcome disadvantages of operating a store that lacks in convenient store accessibility. Therefore, by executing proper promotional activities to the target customers in consideration with the results from this study, retailers could improve their sales.

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