Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment

This study investigates the psychological motivation of customer engagement and examines the underlying factors of customer behavior in offline retail environments. Our study is based on the experience economy theory and self-determination theory. First, we investigated the relationship between perceived psychological benefits (autonomy, competence, and relatedness) and intrinsic motivation. We also analyzed the relationship between intrinsic motivation and customer engagement (conscious participation, enthusiasm, and social interaction). Second, we examined the relationship between customer engagement and customer value creation (functional value, hedonic value, and social value). Third, we studied the effect of customer value creation on customer purchasing behavior (shopping memory, customer satisfaction, word-of-mouth, and revisit intention) and the mediating effect of the hedonic value between customer engagement and shopping memories, as well as between customer engagement and customer satisfaction. Finally, we investigated the mediating effect of shopping experience between the hedonic value and customer satisfaction.