The EVS is a validated measure of the experiential value consumers derive from retail and service shopping environments, grounded in Holbrook's (1994, 1999) typology of consumer value. Mathwick, Malhotra, and Rigdon (2001) adapted Holbrook's value typology to develop an instrument measuring four forms of experiential value most relevant to retail and catalogue/internet shopping contexts. Consumer Return on Investment (CROI) captures extrinsic, active value — the efficiency and economic return consumers perceive from shopping, including time savings, financial savings, and the productive use of shopping effort. Service Excellence captures extrinsic, reactive value — the degree to which the retail environment, service interactions, and overall shopping execution meet or exceed consumer expectations of excellence. Playfulness captures intrinsic, active value — the fun, enjoyment, escapism, and intrinsically motivated engagement consumers experience while shopping. Aesthetic Appeal captures intrinsic, reactive value — the visual beauty, design quality, and aesthetic pleasure of the retail environment (physical or digital) itself. Mathwick et al. (2001) validated the EVS in catalogue and internet shopping contexts, demonstrating that all four dimensions predict customer loyalty and preference above and beyond quality and satisfaction judgements, and that the relative importance of each dimension differs across retail channels. Playfulness and Aesthetic Appeal are particularly important in hedonic retail formats; CROI and Service Excellence are more important in task-oriented utilitarian retail settings.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement, and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56.
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