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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