A conceptual review of experiential value perception using holbrook's model on Indian E-tailing consumers

This work examines the shift in consumer decision making process in which individual experiences and personal involvements have gained greater significance apart from the product attributes. Drawing upon research on experiential behavior, we present an analysis of online retail environment using Holbrook model to capture the differences in customer value based on interaction during purchase decision process in three dimensions namely extrinsic vs. intrinsic stimulus, self-oriented vs. non self-oriented value and active vs. reactive value generation. The Holbrook identifies four quadrants of experiences a consumer would gain from the interaction of the intrinsic/extrinsic values from being active and passive. The study identifies a non-task oriented consumer looking for an active interaction as ‘playfulness’, and the same consumers looking for a reactive interaction as ‘aesthetics’. From another perspective, the extrinsic value seekers/task-oriented consumers seeking active value are reckoned as consumers keen on Consumer Return on Investment and those seeking reactive value as those looking for service excellence.