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The impact of “e-atmospherics” on physical stores
... The utilitarian value represents the economic and rational benefits that add value to consumers when using AR (Babin, Darden & Griffin, 1994). AR generates utilitarian value, and it provides consumers with better technical aspects, logical explanations, more practical benefits that improve worth to consumers for developing a positive attitude toward the offer (Goebert & Greenhalgh, 2020;Poncin & Mimoun, 2014;Rauschnabel et al., 2019). Therefore, H 1 : AR has a direct and positive effect on (H 1a ) hedonic and (H 1b ) utilitarian values. ...
... Thus, consumers need to have the glasses adapted in a smartphone or tablet to activate reality or see directly via glasses such as HTC Vive, Oculus, and Sony. We hypothesize that a smartphone, compared to a PC, tablet, glasses channels (e.g., Fan et al., 2020;Poncin & Mimoun, 2014), might benefit from the most frequent use and quick activation. Moreover, the market has been producing more Apps for smartphones than any other channel. ...
... The two mediators Vieira et al. are hedonic and utilitarian shopping values. The hedonic value measures the recreational use of AR for shopping and analyzing the offer, while the utilitarian value captures the practical and rational aspects of using AR for shopping (Poncin & Mimoun, 2014). Attitude (Park & Yoo, 2020) and satisfaction are attitudinal consumer responses. ...
Augmented reality (AR), as a consumer-centric technology, helps businesses by providing new consumer experiences at the purchase occasion. However, we do not know the mechanisms behind AR when influencing behavioral intentions. Drawing on Unified Theory of Acceptance and Use of Technology, the authors develop a framework based on AR as antecedent, hedonic and utilitarian values as first mediators, attitude and satisfaction as second mediators, and behavioral intentions as a consequence. Based on 1,275 effect sizes from 58 manuscripts with 505,416 individuals, the meta-analysis supports AR’s main effect on behavioral intentions and the indirect impact through both sets of mediators. We also found moderating effects depending on AR application design, AR characterization, QR code utilization, access specificity, and display medium. For managerial applications, we developed a post-hoc taxonomy of four dimensions of AR, such as aesthetic, informativeness, perceived usefulness, and enjoyment, and how firms used them for explaining consumers’ responses.
... Entretanto, a discussão sobre o impacto da ambiência no comportamento do consumidor já existia antes da disseminação da prática varejista de utilização de artifícios tecnológicos no ambiente de loja, destacando-se o entendimento de que os estímulos sensoriais do ambiente impactam indiretamente na conduta do indivíduo pela mediação do estado emocional dos mesmos, sendo esta ideia denominada de paradigma estímuloorganismo-resposta (E-O-R) (Donovan & Rossiter, 1982;Mehrabian & Russell, 1974). Em adição, a atmosfera virtual de loja também se encaixa nesse raciocínio, tanto na influência do comportamento do cliente em um ambiente online (Eroglu, Machleit, & Davis, 2003), quanto na inserção de dispositivos tecnológicos em ambientes de varejo físico (Poncin & Ben Mimoun, 2014). ...
... O construto PV é visto como um importante influenciador do comportamento do consumidor por acadêmicos e profissionais de marketing (Gallarza & Saura, 2006) e conceituado sob a ótica do consumidor como uma avaliação geral sobre a utilidade de um bem adquirido pela análise da relação entre atributos oferecidos e entregues (Zeithaml, 1988). Em adição, esse construto é considerado como demasiadamente vinculad o com a experiência de compra e manutenção da vantagem competitiva (Poncin & Ben Mimoun, 2014). Isto posto, compreende-se que esse construto impacta no comportamento de compra em lojas autônomas primariamente pelo seu viés cognitivo e utilitário, ou seja, a inserção de tecnologias em um ambiente de compra offline é percebido e valorado de forma positiva por indivíduos que prezam pela conveniência, rapidez e praticidade oriundas desse contexto de varejo. ...
... A intenção de compra (IC) do consumidor é uma atitude resultante de diversos fatores encontrados na atmosfera da loja, além da percepção de valor a respeito de um produto ou serviço (Poncin & Ben Mimoun, 2014). O modelo de estudo de Baker et al. (2002) propõe que a intenção de compra está em função do valor percebido, da qualidade do serviço e da percepção de custo que aquela experiência de compra proporciona. ...
Objetivo do estudo: O presente artigo visa a investigar a influência indireta do ambiente tecnológico de lojas físicas na intenção de compra do consumidor. Essa influência indireta pode ser explicada por meio da emoção, da percepção de valor e da satisfação.Metodologia: Adotou-se a técnica de Modelagem de Equações Estruturais (PLS-SEM) para validação estatística dos caminhos diretos propostos em conjunto com uma análise de mediação realizada via Macro PROCESS para corroborar o caminho indireto hipotetizado.Principais Resultados: As três mediadoras propostas (emoções positivas, percepção de valor e satisfação) são significantes e consistentes. Em adição, elas em conjunto ajudam a entender como o ambiente tecnológico influencia o processo de decisão de compra do indivíduo. Apesar da existência de um efeito direto, mesmo que bem menor do que o tamanho do efeito indireto, entre o ambiente offline composto por tecnologias e a intenção de compra.Contribuições teóricas/metodológicas: As percepções do consumidor, entendidas como caminhos mais racionais que levam ao comportamento, foram mais robustos que um caminho emocional no entendimento de como a tecnologia influencia a intenção comportamental do indivíduo.Relevância/originalidade: A inclusão e o foco no ambiente tecnológico, visto como um novo fator ambiental de loja permitiu entender de que forma esse fator ambiental influencia a intenção de compra no contexto de varejo de lojas autônomas.
... Néanmoins, certaines ISTs peuvent être clairement orientées vers le consommateur et explicitement bénéfiques, en l'aidant dans ses achats ou en lui offrant des avantages expérientiels. Par exemple, un miroir magique avec réalité augmentée (RA) pour essayer des vêtements est à la fois fonctionnel -il permet de voir si les vêtements vont bien -et expérientiel -il déclenche des émotions positives (Poncin et Ben Mimoun, 2014) ; un compagnon d'achat robotisé peut aider à choisir les produits, mais peut aussi procurer un sentiment d'interaction parasociale et de plaisir (Lee et al., 2011). La littérature antérieure suggère alors que les interactions et l'interactivité en magasin sont essentielles pour générer une expérience convaincante pour les clients dans la distribution (Alexander et Olivares Alvarado, 2017). ...
... Dans l'ambiance du magasin, de nombreuses technologies interactives peuvent contribuer à la stimulation esthétique des émotions, comme l'affichage numérique avec sa visualisation d'images offrant des expériences sensorielles ou affectives, ce qui entraînerait alors des réponses émotionnelles (Dennis et al., 2014). Ces émotions positives suscitées par les ISTs pourraient alors avoir un effet positif global sur la satisfaction lors du shopping et l'intention de fréquentation (Poncin et Ben Mimoun, 2014). Pour davantage confirmer une telle approche émotionnelle de l'expérience, le modèle inclut les émotions comme médiateur menant à la valeur. ...
... Daarbij moet wel gezegd worden dat niet alle besproken studies expliciet beschrijven hoe sfeer is onderzocht c.q. gemeten. Soms wordt alleen een aantal voorbeeldvragen genoemd (bijvoorbeeld Michon, Chebat & Turley, 2005), soms worden slechts steekwoorden gebruikt in de data-analyse zonder de daadwerkelijke vraagstelling te noemen (bijvoorbeeld , of wordt er verwezen naar een selectie van vragen uit andere onderzoeken zonder dat duidelijk wordt welke selectie is gemaakt (bijvoorbeeld Poncin & Mimoun, 2014). Bovendien ligt de focus hier op een meting van sfeer aan de hand van een vragenlijst, dit is niet alleen de meest gebruikte methode, maar het is ook een erg economisch methode en heeft een hoge response ratio in vergelijking met andere methoden (Schorr, 2001). ...
... Ook is hiermee niet gezegd dat er verder niets gemeten wordt in het onderzoek naar sfeer. Zo is er zeker ook aandacht voor aspecten die een bezoeker meeneemt het bezoek in zoals verwachtingen (Sheng & Chen, 2012;Kottasz, 2014), motivaties (Kaltcheva & Weitz, 2006;Sheng & Chen, 2012;Forrest, 2014;Kottasz, 2014 ) en stemming (Kottasz, 2014); de moeite die een bezoeker moet doen tijdens een bezoek zoals cognitive overload en cognitive engagement (Brenner, 2016;Forrest, 2014), vermoeidheid (Jeong & Lee, 2006); en de reactie van de bezoeker op het bezoek zoals de ervaren kwaliteit (Baker, Grewal & Para-surama, 1994;Donovan et al., 1994;Baker et al., 2002;Chebat & Michon, 2003;Michon et al., 2005;Hume, 2011), tevredenheid Baker et al., 2002;Eroglu, Machleit & Davis, 2003;Jeong & Lee, 2006;Hume, 2011;Del Chiappa et al., 2014;Poncin & Mimoun, 2014) en loyaliteit (Baker et al., 2002;Kaltcheva & Weitz, 2006;Bonn et al., 2007;Poncin & Minoun, 2014). Al deze componenten kunnen in een onderlinge relatie worden geplaatst (zie hoofdstuk 4). ...
Glastonbury, het theaterfestival in Avignon, North Sea Jazz, Sensation White, de Duitse oktoberfeesten, het carnaval in Rio en Venetië of de Mardi Gras in New Orleans, de lancering van de nieuwste smartphone of gameconsole, de Fiesta in Pamplona, plaatselijke talentenjachten, de May Day Cooper’s Hill Cheese Rolling and Wake, waarbij het de bedoeling is om van een steile heuvel achter een rollende Gloucester kaas aan te rennen... Het kost tegenwoordig aanzienlijke moeite om op een vrije dag niet ondergedompeld te worden in allerlei festiviteiten en evenementen. Festivals zijn hierin prominent aanwezig. Maar wat is een festival eigenlijk? Deze studie formuleert hier een antwoord op door het rijke landschap van festivals te schetsen en hoe dit te ontleden is in motivaties voor bezoek, de specifieke bouwstenen van een festival, het festivalDNA, en de plek waar het allemaal gebeurt: de festivalscape. Ondanks dat de laatste decennia het onderzoek naar festivals aanzienlijk is toegenomen is de bezoekersbeleving van festivals een onderwerp waar relatief weinig onderzoekers zich diepgaand mee bezig hebben gehouden. In het tweede gedeelte van dit boek staat beleving centraal, waarbij emotietheorieën worden besproken en allerhande belevingsmodellen en meet- methoden de revue zullen passeren om de weg vrij te maken voor een gerichte en onderbouwde analyse van de bezoekersbeleving, zoals de beleving van sfeer.
... However, some ISTs might be clearly consumer-oriented and explicitly beneficial in helping consumers in their shopping tasks or in providing them experiential benefits. For example, a magic mirror with augmented reality (AR) to try on clothes is both functional -to see if clothes fit well, and experiential -triggering positive emotions (Poncin and Ben Mimoun, 2014); a robotic shopping companion can help with product choice but can also provide a sense of parasocial interaction and fun (Lee et al., 2011). Prior literature then suggests that inter actions and providing interactivity in-store are key to generate a compelling experience for clients in retail (Alexander and Olivares Alvarado, 2017). ...
... In the retail store atmosphere, many interactive technologies can contribute to the aesthetic stimuli of emotions, such as digital display with its imagery display to provide sensory or affective experiences, which would lead to emotional responses (Dennis et al., 2014). And such positive emotions elicited by advanced ISTs can have an overall positive effect on shopping satisfaction and patronage intention (Poncin and Ben Mimoun, 2014). To strengthen further this emotional approach to experience, the model includes emotions as the mediator leading to value. ...
Implementing in-store technologies (ISTs) has become a common strategy to enhance the retail experience. As ISTs become increasingly interactive, sophisticated, and present in stores, research would benefit from an updated approach to interactive technologies in the physical retail context and an integrated perspective on their impact on the consumer in-store experience. A systematic review of 125 articles is conducted, leading to a renewed and integrative approach to in-store interactive technologies, structured along with a Person-Object-Situation perspective, based on technology responsiveness and consumer participation, and adapted to physical retail. Three complementary research models are proposed, addressing key issues: the understanding of interactivity and the impact of ISTs on the consumer experience in physical stores, the impact of highly interactive technologies, and the question of forced use of ISTs. Priority research perspectives are discussed and a research agenda is proposed.
... Our research proposition is based on the competitive market signal theory (Heil and Robertson, 1991) and directions from Rauschnabel et al. (2019). We aim to fill multiple research lacunae by (1) investigating multiple types of brand AR apps (Pantano and Servidio, 2012;Hilken et al., 2018;Esch et al., 2019); (2) taking into account hedonic experiences, such as playfulness and pleasure, and relating them to app attitude (Rese et al., 2017;Poncin and Ben Mimoun, 2014); (3) considering the app's effect on brand perception (i.e. brand personality; Poushneh and Vasquez-Parraga, 2017;Rauschnabel et al., 2019 ); and (4) relating apps to consumers' characteristics (Yaoyuneyong et al., 2014). ...
... Indeed, consumer experiences are especially appreciated as a hedonic service (Roy, 2018). AR is known to have a positive impact on consumer experience (Poushneh and Vasquez-Parraga, 2017), particularly in relation to playfulness (Huang and Liu, 2015;Poncin and Ben Mimoun, 2014; ...
Purpose
Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality.
Design/methodology/approach
Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app.
Findings
The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers.
Originality/value
The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.
... Aside from technical issues, this lack of implementation can, in part, be explained by knowledge gaps in the literature, and hence a lack of guidance about how to best apply AR and VR. Research has mainly focused on comparing AR or VR to conventional marketing media such as text, images, or videos (e.g., Mishra et al., 2021), often in the context of pure online retailing (e.g., Hilken et al., 2017;Martínez-Navarro et al., 2019) or in-store retail experiences (e.g., Pizzi et al., 2019;Poncin & Mimoun, 2014). The use of AR and VR for experiential retail with an online-to-offline customer journey (Herhausen et al., 2019) is less studied (e.g., Pleyers & Poncin, 2020) and has yielded equivocal support for the technologies' benefits (Deng et al., 2019). ...
... In Table 1 Smink et al., 2020). Furthermore, research has mainly studied AR or VR in online settings (e.g., Hilken et al., 2017;Martínez-Navarro et al., 2019) or to a lesser extent in offline settings (e.g., Pizzi et al., 2019;Poncin & Mimoun, 2014). The online-to-offline customer journey that experiential retailers seek to leverage has received less attention (e.g., Pleyers & Poncin, 2020) and yielded equivocal findings (Deng et al., 2019). ...
Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential retailers align online and offline experiences, guidance on choosing or combining these technologies is lacking. In three experiments, we address this research gap by investigating the individual and combined impact of AR and VR on key marketing objectives. First, we establish that AR is more effective in stimulating purchase intentions than VR, due to its ability to support customers in fluent product‐focused mental imagery. Second, we demonstrate that VR is better suited for improving brand attitudes than AR, as it helps customers to form fluent context‐focused mental imagery. Third, we show that AR and VR, in combination, can improve both purchase intentions and brand attitudes, but only when the order of deployment is sequenced as AR then VR. This is due to greater alignment with the customer's online‐to‐offline journey in experiential retail. When deployed the other way around, we observe a detrimental impact on purchase intentions and a potential harmful impact on brand attitudes. Our research offers a nuanced theoretical perspective of AR and VR in marketing and provides experiential retailers with evidence‐based guidelines for leveraging AR and VR within their online retailing strategy.
... The emerging AR technology has led to a major shift in user experience both online and offline (Heller et al., 2019a;Leung et al., 2020). In the offline environment, AR is often used to increase consumer visits and interactions (Beck & Crié, 2018;Scholz & Smith, 2016), improve consumers' holistic perceptions of store atmospherics, enhance the perceived shopping values (Poncin & Mimoun, 2014), as well as display more product-related information (Spreer & Kallweit, 2014). However, AR seems to be playing a bigger role in online retailing. ...
Augmented reality (AR) is increasingly coming into the spotlight for its potential to improve the consumer experience through the creation of presence. This research aims to explore the theoretical mechanisms through which AR‐based product presentation influences online store attractiveness and whether the effects differ in the purchasing contexts of hedonic and utilitarian product types. From the perspective of consumers’ bi‐dimensional experience, we find that AR increases online store attractiveness by creating perceived coolness (intrinsic attribute) and spatial presence experience (extrinsic attribute), which would further have a positive impact on consumers’ purchase intention. The mediating mechanisms are different in purchasing contexts of various product types: for hedonic products, perceived coolness and spatial presence are parallel mediating factors leading to the improvement of online store attractiveness; while for utilitarian products, only the mediation effect of spatial presence presents. Our findings enrich the literature on AR marketing by proposing an insightful mediating force (i.e., perceived coolness) to complement the effect of presence, and explore the different purchasing contexts. We also provide managerial guidance for e‐retailers to differentiate AR interface design for diverse product types to apply AR technology effectively.
... According to Hagberg, Sundstrom, and Egels-Zandén (2016), from an experiential perspective, shopping experience is an intangible entity and just like any service experience it is 'co-created' by the interaction of the customer's active participation with the physical and virtual environments afforded by the streamlining of various channel assortments. Hence, the use of technology takes on an increasingly important role in creating a store ambiance, through a combination of physical and virtual sensory atmospherics, in order to cognitively and emotionally engage the consumer, thus leading to greater time spent and higher sales volume per customer visit (Poncin & Mimoun, 2014). ...
... There are various responses by shoppers towards retail atmospherics which include increased sales due to effective window displays (Oh & Petrie, 2012;Diamond & Diamond, 2007), store front displays (Cornelius, Natter & Faure, 2010), the effect of lighting on the number of items handled by shoppers and time spent at a display (Mohan, Sivakumaran & Sharma, 2012), music congruency (Demoulin, 2011), store layout and price perceptions (Darian, Wiman & Tucci, 2005;Massicotte et. al. 2011;Borgers & Vosters, 2011), retailer reputation (Ou, Abratt & Dion, 2006;Kumar & Kim, 2014;Gupta & Pirsch, 2008;Nguyen & Klaus, 2013), e-atmospherics (Poncin & Mimoun, 2014;Dennis, Newman, Michon, Brakus, & Wright, 2010) and merchandise arrangement (Bauer et. al. 2012) as well as approach behaviours such as patronage behaviour (Bloemer & Ruyter, 1998;Kaul, 2006;Korgaonkar, Lund, & Price, 1985;Osman, 1993). ...
This paper aims to study the determinants of retail patronage to shopping centres. Previous studies have indicated that the long term success and profitability for any shopping centre in these challenging economic times depends on the level of retail patronage. This paper defines retail patronage as store choices and frequency of visits (loyalty). The dimensions used to measure includes product related factors (product features i.e. product quality and price), market related factors (services provided by retailers / shopping centre management) and personal factors (which pertains to the demographics of the consumers). For this study, previous empirical studies are synthesized in order to perform a critical review of the literature. The method used to synthesize this study includes the studying of the total effects of the different dimensions. Whilst the findings have indicated that retail attributes or shopping environments remain crucial to shoppers, shopping centre management should also pay attention to the market related factors such as providing convenience, improvement of quality aspects etc. Further findings from this study conclude that more studies should incorporate customer emotions as well as customer characteristics in order to establish their intentions to patronage intentions.
... For example, the make-up AR app 'Sephora Virtual Artist' delivers an immersive experience to customers and facilitates their decision-making by visualising the facial effects of make-ups (Rayome, 2018). In-store AR applications such as smart mirrors create a digital atmosphere to boost customer patronage in physical stores (Bonetti et al., 2018;Poncin and Mimoun, 2014). ...
The emergence and proliferation of augmented reality (AR) technology in retailing has revolutionised consumer shopping and service experience. A body of research on AR in business applications, particularly for retailing, is quickly developing. This research shed light on the current status of the scholarly works on AR in retailing by conducting a systematic literature review using bibliometric analysis and thematic analysis. Specifically, this research examines 51 peer-reviewed journal articles using bibliometric analysis. It provides a detailed view of the literature, including research trends, publication venues, and authorships. Moreover, it classifies and reviews three major themes and summarises the articles in each theme. Finally, this research identifies and discusses the possible directions for future research.
... It is more difficult to assess loyalty in banks compared to other market segments. An advantage in banking services is the use of technology, which enables the creation of more attractive services to the competition [31]. The good experience of clients with good digital design affects loyalty to the bank [32] and makes them work as free marketing agents. ...
This research aims to measure the effect of digitalization on service quality through the SERVQUAL model (tangibility, reliability, responsiveness, assurance, and empathy) and customer loyalty. Also, we analyze the relationship between customer loyalty and their demographics. A quantitative method was used to achieve the objectives through a structured questionnaire, where part of the research sample was 400 clients of Kosovo banks. Results show that digitalization positively affects service quality and customer loyalty based on the OLS model. According to the T-test, there was no significant difference in customer loyalty between the genders. There has been a significant difference in loyalty between clients’ ages following the one-way ANOVA test. According to the Kruskal Wallis test, it also resulted in a significant difference between levels of education. This study will provide banks with feedback on the importance of digitalization and its correlation with their customers’ quality of service and loyalty. In this form, they decide to make even greater investments in digitalization by satisfying customer demands and creating loyal customers.
Doi: 10.28991/ESJ-2022-06-06-04
Full Text: PDF
... It can be seen from the AR application examples of different retail brands, that the current AR embracing retailing can be classified into two types: in-store devices, i.e., virtual dressing room, virtual fitting mirrors, and consumers' mobile according to the different output devices. Both of these technologies are by overlaying virtual products on consumers' faces and bodies through different output devices [27,[41][42][43][44][45]. In this study, subjects need to conduct virtual try-on experiments under unified guidance. ...
This study explores users’ perceptions of technological features in augmented reality (AR) and virtual reality (VR) and analyzes the advantages and disadvantages of technologies (e.g., AR vs. VR) in fashion retailing. The findings are presented from a qualitative approach and content analysis of focus group interviews. Users’ perception of AR technological features consisted of 5 dimensions: augmentation, user control, vividness, responsiveness, and simplicity. Users’ perception of VR technological features consisted of 4 dimensions: telepresence, simulator sickness, visual discomfort, and user control. Practical implications for the application of mixed reality technology in fashion venues are discussed: for AR technology as a part of shopping tools, the advantages of control and simplicity should be taken seriously; for VR, an immersive experience as the main pros facilitated by telepresence, while sickness, followed by visual discomfort as the main simulator cons. This research offers valuable and useful insights into AR and VR as antecedents from the technological aspect and helps marketers develop and formulate new solutions for the application of AR and VR in fashion retailing.
... Recent research (for an overview, see Chen et al., 2021) has shown that applying AR in a retail context can result in positive customer responses, such as benefit perception (Nikhashemi et al., 2021), an appreciative attitude towards a retail brand (van Esch et al., 2019), satisfaction (Pantano and Servidio, 2012;Poushneh and Vasquez-Parraga, 2017;Poushneh, 2018), and purchase intention (Poncin and Mimoun, 2014;Beck and Cri e, 2018;Mimoun et al., 2017). Beyond the effects of AR on individual customers, Tan et al. (2022) provide empirical evidence of its aggregated positive effect on sales. ...
Purpose
This study investigates the role of an augmented reality (AR)-based tool in customers' shopping processes.
Design/methodology/approach
Using the stimulus-organism-response (SOR) and consumer decision-making models, this study builds a comprehensive theoretical model that investigates the mechanism sequentially connected AR-enabled shopping tool and customer responses. Décor Matters was chosen as the AR-enabled mobile application for this study. Qualtrics, which conducted the survey, collected 150 responses in the USA. The authors used structural equation model to test the hypotheses.
Findings
This study enriches the retail-related AR theory by offering a holistic and structural view of the factors that connect customers' cognitive and affective internal processes with customers' shopping task. However, having used only one type of AR-enabled app in the study, the findings remain limited.
Research limitations/implications
This research advances the understanding of AR's role in the customer shopping process by validating the positive effect of immersion on purchase intention, as well as revealing the mediating effect of decision-making quality and the moderating effect of privacy concerns. However, as only one type of AR-enabled app was used in the study, the findings are still limited.
Practical implications
The findings can help retailers to understand why and how firms can benefit from investing in AR-enabled apps (i.e. by focussing on customer perceived immersion and decision-making quality with AR).
Originality/value
This study's originality lies in the SOR model's extension, which integrates the customer decision-making model, allowing for connecting customers' cognitive and affective internal experiences with their shopping task. The findings can help retail managers to understand more clearly and in-depth why and how AR works in customers' shopping process.
... Accordingly, in the work developed by Childers et al. [15] it is shown that users value utility and enjoyment when purchasing a product. Recent works following this approach suggest that the use of AR improves the perception of these two terms when purchasing a product [43]. All this is supported by the impression generated in the user about the functionality and performance of the product and the experiential enjoyment provided. ...
Augmented Reality techniques allow the user to visualize part of the real world through a display device by incorporating graphical information into the existing physical information. In this sense, it is important to know how the physical presence of the user in the augmented reality experience can affect the perception and evaluation of the product. To this end, this work presents a theoretical framework that explains how users perceive and evaluate the benefits and quality of augmentation with augmented reality through their physical presence, compared to visualizing the same experience through a video. The application was developed for the exhibition and sale of ceramic molds. Users viewed graphical information about the mold, placed between them and the screen while seeing themselves in the television as if it was a mirror. The experiments showed that the integration of the product into the environment and the spatial presence of the users had a positive effect on the perceived value in terms of usefulness and enjoyment, improved comfort in the purchase decision, and reinforced the overall opinion of the product.
... AR services aim at enhancing customer experience through customer value (Chen, 2020). Hedonic and utilitarian (Olsson and Salo, 2011;Poncin and Mimoun, 2014;Rese et al., 2014;Dacko, 2017;Hilken et al., 2017;Yim et al., 2017) values positively impact the process when people experience AR. ...
Augmented reality (AR) try-on services have been proven to enhance customer engagement and purchase intentions by enabling users to experience the sense of flow. While few studies focused on the design principles of mobile AR services, little has been done regarding the role of flow in consumer experience whilst interacting with try-on services. This chapter reviews the current design principles of mobile AR and examines its influence in consumer flow state. Through a task-based semi-structured interview with consumers (n=9), it was possible to observe that all participants did not enter the flow state due to lack of perceived control and familiarity with the technology. Finally, this chapter provides recommendations for enhancing the flow experience of mobile AR try-on services. It is expected that this chapter might be of interest to retailers and researchers willing to explore mobile AR effectiveness through try-on-services such as the virtual fitting room (VFR).
... Initial research demonstrates that AR can ease customers' mental effort (Heller et al. 2019a;Petit, Javornik and Velasco 2021), and it is likely that this effect becomes more pronounced as cognitive load increases, for example when customers evaluate product bundles rather than individual products. This is because AR embeds product holograms into a customer's view of the physical environment (Carrozzi et al. 2019), and thus "brings products to the customer" within their immediate surroundings, whether at home or in-store (Poncin and Mimoun 2014;Scholz and Duffy 2018). Customers can thus effortlessly evaluate multiple products in relation to each other within a real-life context, creating a creative "playground" (Jessen et al. 2020) for examining the product relations. ...
Many firms use augmented reality (AR) that projects lifelike product holograms into the physical environment to assist customers in bridging so-called “imagination gaps,” which can arise on their path to purchase. However, research has not yet studied whether and how AR might help customers address two pertinent sources of such imagination gaps: (1) increased cognitive load when evaluating multiple products together (e.g., in a bundle) and (2) extended physical distance to the point-of-sale (e.g., out-of-store, at home). Building on mental imagery theorizing, we explain how AR supports customers in bridging these gaps, and, through a series of field and experimental studies, we evidence effects on customer purchase intentions and behavior. Specifically, we show that AR-generated imagery of bundled (versus individual) products enhances intended and actual purchases at the point-of-sale. Furthermore, when deployed at distant points in the purchase funnel (out-of-store, at-home), AR increases purchases through improved self-projection, which we describe as the psychological mechanism customers use to mentally bridge distance to the point-of-sale. We qualify this mediating mechanism through an important moderating process, where the effect of AR-generated imagery on self-projection is suppressed for customers with a holistic (versus analytic) thinking style.
... Moreover, consumers can experience both the physical and digital worlds of a fashion brand. This blend of digital and physical experiences can potentially enhance the overall consumer experience (Alexander & Alvarado, 2017;Poncin & Ben-Mimoun, 2014;Dennis et al., 2014;Kent et al., 2016). Some authors (Park et al., 2020) study the consumer acceptance of self-service technologies in fashion retail stores in particular, their perceptions and willingness to adopt in-store technology for fashion purchases. ...
In a very open competitive context where pure online players are consistently gaining market share, the use of digital devices is a steady trend which is penetrating physical retail stores as a tool for retailers to improve customer experience and increase engagement. This need has increased with the COVID-19 pandemic as electronic devices in physical stores reduce the contact between people providing a greater sense of health safety, hence improving the customer experience. This work develops a multiple-criteria decision-making model for retailers who want to digitize their physical stores, providing a systematic approach to manage investment priorities in the organization. Important decisions should involve all different areas of the organization: Finance, Clients, Internal Processes and Learning & Growth departments. This strategic decision can be made hierarchically to obtain consistent decisions, also the use of the Order Weighted Average operator allows for alternative scenarios to be presented and agreed among the different areas of the business. The authors develop a use case for a Spanish fashion retailer. In the most widely agreed scenario the preferred devices were more technologically complex and expensive, while in the scenarios where the head of Finance is more predominant, cheaper and simpler devices were selected.
... For a long time, virtual reality (VR) and augmented reality (AR) held enormous promise; those promises are just now beginning to be realised. The emerging models of reality and devices based on technology improve sensory experiences [64]. According to a Deloitte survey, most businesses currently utilise augmented reality technology to enhance the consumer experience [65]. ...
When Industry 4.0 was first introduced in 2010, it also brought the retail industry into the fourth revolution. Retail 4.0, on the other hand, appears to be a novel concept for retailers worldwide. When Industry 4.0 technologies such as the Artificial Intelligent (AI), Internet of Things (IoT), Cloud Computing, Big Data Analytical (BDA), and Augmented Reality (AR) were implemented in the retail industry, the term Retail 4.0 arose from Industry 4.0. This paper examines Retail 4.0 technologies and their application in the retail industry. The retail industry's revolution is also discussed in this paper. The final section examines the extent of implementation of retail 4.0 technology in various nations.
... Distribution of Papers Selected from ABS Journals, Authors and Date of PublicationPoncin and Ben Mimoun, 2014; Poushneh, 2018b; Journal of Business Research 5 (BrannonBarhorst et al., 2021a;Flavián et al., 2019a;Hudson et al., 2019;Matarazzo et al., 2021; Sung, 2021) Table 1 Search Results Inclusion Criteria ...
Augmented Reality (AR) research has sparked both academia and practice interest. However, despite the increasing interest to study this emergent topic, till now the growing body of knowledge is mainly from engineering and computer science disciplines. The aim of this study is to conduct a systematic literature review to identify, evaluate and synthesize (AR) emergent themes from business management publications in the last years. Hence, contribute to the literature with evidence-based results about the existing research progress, and classify into clusters with multidimensional interrelationships to help researchers build up on these findings and expand (AR) research from business standpoint. The study is exploratory and qualitative in nature; a structured hybrid-narrative review method is used to extract unstructured data within articles. Thus, discover relevant patterns, uncover hidden thematic clusters, relationships, and identify multidimensionality of dominant concepts from the existing (AR) business literature. It was evident from the stream of research, that most of researchers' have a clear interest in exploring the interactive nature of Augmented Reality (AR) as new digital technology and defining its experiential characteristics with a hierarchical set of dimensions that will affect customers' perceptions of service operations. Hence, in line with these findings, and grounded on the service literature body of knowledge, Augmented Reality can be defined as: "smart service based technology that generate value-in-use experiences".
... Due to speed up the purchase process in functional and hedonic roles consumers' react positively towards AR (Huang and Liu, 2014). AR enabled virtual environments provide product information as it seems in physical form (Poncin and Mimoun, 2014). Therefore, it helps in removing the uncertainty about the product and reduces the cognitive risk. ...
Augmented reality (AR) applications have emerged as rapidly developing technology used in both
physical and online to enhance the purchase intention. However, the research on product purchase
intention using AR enabled mobile applications is still inconclusive. Thus this study is an attempt
to examine whether augmented reality enabled mobile applications really impact the product
purchase intention of Millennials. The study employed a survey questionnaire and administered
directly to the respondents to collect the primary data. The results indicate that hedonic motivation,
Telepresence, perceived ease of use, and service quality are positively related to product purchase
intention whereas there is no significant difference between gender in AR enabled mobile
applications.
... The store atmosphere is the effort to design the store environment to create effects that will help increase the customer's probability of purchasing (Poncin and Mimoun, 2014). The store atmosphere is more important for retailers than producers and wholesalers. ...
... VR and AR seem to provide retailers with valuable opportunities to increase sales by improving customer involvement and subsequently building strong bonds between retailers and customers (Meißner et al., 2020). According to previous research, VR and AR applications help consumers have enhanced sensory experiences by providing additional sensory input for consumers during product evaluations (Grewal et al., 2017;Poncin & Mimoun, 2014). With the ongoing Covid-19 pandemic, most consumers are now comfortable shopping for products virtually (Digital Commerce 360, 2021). ...
... The ambient factors include the lighting, brightness, and music, also referred to as a visual stimulus (Helmefalk & Hultén, 2017). The social aspect involves people; this could be store personnel or other customers in-store (Poncin & Mimoun, 2014;Roggeveen et al., 2020). For this study, the latter description is adopted. ...
The threat of online shopping propels brick-and-mortar retailers to innovate and design their retail atmosphere to create unforgettable shopping experiences to compete effectively and retain customers. The study firstly identifies store atmospherics factors that enhance the shopping experience and secondly explores the hypothesized relationships between store atmospherics dimensions (lighting, music, layout, and employee interaction) and customer experience. Furthermore, the effect of customer experience and repurchase intention is also explored. A self-administered survey was used, and data were collected from 390 respondents who visit physical clothing stores regularly in the City of Johannesburg in South Africa. The survey results were analyzed using the Statistical Package for Social Sciences (SPSS) for descriptive statistics. Covariance-Based Structural Equation Modelling (CB-SEM) was utilized for the path analysis. The findings reveal that only store layout, lighting, and employee interaction are essential elements in creating pleasurable customer in-store experiences (β = 0.163, p = 0.05; β = 0.207, p = 0.01; β = 0.293, p = 0.001). It is also evident that consumers perceive music to be less effective in enhancing their shopping experiences (β = 0.048, p = ns). Moreover, the results show that enriching customer experiences stimulate repeat purchases (β = 0.745, p = 0.001). The findings demonstrate that innovating the store environment should be based on shop layout, illumination, and employee contact to create appealing experiences. This study contributes to consumer and retailing services literature. Acknowledgment This study is based on the research supported partly by the University of the Witwatersrand Chancellor’s Female Academic Leaders Fellowship.
... Pertinent literature evaluates the impact of retail channels on store atmosphere, however not through an omnichannel approach, nor by considering additional levels of channel stimuli (Table 1). Prior research suggests that e-atmospherics emitting from digital technologies positively affect the holistic perception of the store environment reducing the boundaries between offline and online channels (Poncin and Mimoun, 2014). However, that research considered digital technologies as an element of offline atmospherics without acknowledging online channels. ...
In today's channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers' pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.
Purpose
This paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity, vividness, website quality and consumer responses. In addition, the moderating role of the need for touch (NFT) in the effect of AR on media features is identified.
Design/methodology/approach
Hypotheses are tested using a one-factor between-subjects design for both a student sample (Study 1, N = 120) and a nonstudent sample (Study 2, N = 272). Data are analyzed using a series of analyses of variance, multivariate analyses of covariance and structural equation modeling.
Findings
Study 1 shows that an AR-based product display generates greater website quality, interactivity and vividness than a picture-based product display. Moreover, an AR-based product display improves interactivity and vividness only for high-NFT consumers; however, no significant difference emerged for low-NFT consumers. Study 2 replicates and extends our findings by identifying the specific processes that consumers go through when evaluating a website.
Originality/value
The current research advances the understanding of how product presentation technologies can attract customers with different haptic orientations and provides practical implications for online retailers interested in improving their customers' e-commerce experience.
A hyper-connected digital universe referred to as the ‘metaverse’ bears the promise of fundamentally changing how consumers, brands, and firms will transact and interact in a seamlessly interconnected space of virtual realities. The potential of the metaverse is being accelerated by the increasing tendency of (i) consumers engaging and transacting in virtual spaces and (ii) firms investing millions of dollars in developing metaverse-related technologies. However, given the rapid evolution, there is a lack of clear understanding of the current scope of the metaverse and the consequent implications for marketing practice and research. This study integrates the findings from an extensive literature review of multiple disciplines and expert viewpoints of industry leaders to propose a definition and an organizing framework for the emergent metaverse. Subsequently, the authors discuss how metaverse-induced changes contribute to novel implications for marketing practice and propose a research agenda to guide future academic studies and marketing initiatives.
The hybridization of in-person service and e-service has become increasingly prevalent in the marketplace during the past decade, but its consequences on consumer behavior are still underexplored in academic research. This paper examines the impacts of physical and electronic service quality on customers’ offline and online loyalty. Results from an experimental study suggest that service quality affects customer loyalty within and across channels. In addition, we find cross-channel quality inconsistency of the provider and consumers’ channel use pattern moderate the impact of physical and electronic service quality in different ways. The findings provide implications on customer relationship management for increasingly digitalized service providers.
The present study investigates the factors affecting consumer repurchase intentions in retail stores. More specifically, it emphasizes on the concept of in-store customer shopping experience. In that direction, a new conceptual framework (research model) is developed and empirically tested, using primary data collected from retail store customers. The proposed model includes twelve research factors that are classified into three dimensions (groups): six independent factors (antecedents), five mediating factors and repurchase intention (dependent factor). In more detail, the study examines the antecedents of customer behavior, which constitute the in-store customer shopping experience (Physical environment, Interior shop environment & layout, Interaction with the staff, Interaction with other customers, Merchandise value/quality, Merchandise variety). It argues that the effect of the antecedents on repurchase intention is indirect, mediated through five other factors (mediators) (Customer experience, In-shop emotions, Perceived value, Customer satisfaction, Customer loyalty). Under that context, eleven research hypotheses were tested, using the Structural Equation Modeling (SEM) technique. The final sample includes 618 retail store customers, who participated in a web-survey. Results offer support for the underling mechanism of the proposed research model, arguing that antecedents significantly affect the mediators, which, in turn, affect the repurchase intention of retail shoppers. Results indicate that in order to have more return customers, retailers should enhance their interior shop environment and layout and increase the value of their merchandise. The originality of the study lies in its three-dimensional approach. It offers an understanding about the mechanism that impacts repurchase intentions, an approach lacking in the relevant literature. Moreover, it focuses on all kinds of retail stores, offering wider generalizability of its empirical findings. Also, it examines in-store emotions and experience of customers inside a store, two factors which very seldomly have been investigated in the context of physical retail stores.
Visual merchandising has gained importance in contemporary retail research and practice. Initially considered as an essential element of retail store atmospherics, the scope of visual merchandising has now extended well beyond the usual reference of a visual stimulus. As research on visual merchandising and store atmospherics continues to converge, this systematic literature review aims to identify the research gaps and overlaps to help researchers with directions on formulating original research ideas in this cross-over domain. A framework-based review using Theory, Context, Characteristics, and Methods (TCCM) typology with an integrated analysis of 88 research articles published between 2000 and 2020 was carried out. It was found that visual merchandising as a product-driven display function has been closely related to store atmosphere as a store-wide display function. Hence an integrated framework of research in visual merchandising and store atmospherics becomes imperative to understand their interplay in the evolving scope of traditional and e-tailers' environments. The paper contributes as the first and most comprehensive review of research on visual merchandising with the closely substitutable domain- store atmospherics.
Free copy available @ https://authors.elsevier.com/a/1fKeo3SU%7EVoFHV
Highlights:
I propose a new conceptualization of luxury retail atmospherics focusing on what matters most to customers.
I expose luxury retail experience drivers and the role of atmospherics in addressing the new experiences consumers seek.
The study challenges the applicability of broader retail atmospherics models, such as DAST.
I deliver guidance on how to design both online and offline luxury retail to mirror the experience customers seek more closely.
zet Araştırma, pazarlamada artırılmış gerçeklik uygulamasının, çevrimiçi hizmet deneyimi, ağızdan ağıza iletişim niyeti ve satın alma niyeti arasındaki etkiyi ölçmek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini artırılmış gerçeklik teknolojisi kullanarak tüketicilere ürünlerini deneyimleme olanağı sunan Arçelik markasını satın alan tüketiciler oluşturmaktadır. Araştırma kapsamında "kolayda örneklem" (convenience sampling method) yöntemi uygulanmıştır. Veriler, çevrim içi ve çevrim dışı ortamlar aracılığıyla toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Yapılan testler sonucunda artırılmış gerçekliğin, çevrimiçi hizmet deneyimini pozitif etkilediği, çevrimiçi hizmet deneyimin de ağızdan ağıza iletişim niyetini pozitif etkilediği tespit edilmiştir. Ayrıca ağızdan ağıza iletişim niyetinin, satın alma niyetini pozitif etkilediği sonucuna da ulaşılmıştır.
Abstract The research was carried out to measure the effect of augmented reality application in marketing between online service experience, word of mouth communication intention and purchase intention. The universe of the research consists of consumers who buy the Arçelik brand, which offers consumers the opportunity to experience their products using augmented reality technology. Within the scope of the research, the "convenience sampling method" method was applied. Data were collected through online and offline media. In the research, Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses. As a result of the tests, it was determined that augmented reality positively affects the online service experience, and the online service experience positively affects the word-of-mouth communication intention. In addition, it was concluded that word of mouth communication intention positively affects purchase intention.
This research examines the association between intelligent customer experience (ICE) and behavioral brand loyalty through three connected constructs (i.e., customers’ satisfaction, brand trust, and brand attachment). A quantitative method was applied by conducting a questionnaire administered face-to-face to 302 French consumers who have used intelligent technologies during their shopping experiences. Employing PLS-SEM, the findings revealed that intelligent customer experience positively affects customer satisfaction and brand trust, which in turn positively impacts brand attachment. Additionally, the three dimensions of brand loyalty are all positively influenced by attachment to the brand. Theoretical and managerial implications, limitations and directions for further work are provided.
Due to mobile applications have become popular in marketing activities, many retail businesses have begun to launch their Augmented Reality (AR) applications. The application of AR technology to marketing is a very new process. When businesses create interactive channels through which they can reach consumers, they can influence the purchasing decision processes of consumers. In addition, companies aim to provide consumers with an unforgettable shopping experience. The study's research question was, "How do consumers' innovativeness and AR experiences affect their loyalty and purchase intentions? Also, innovativeness has a significant effect on their AR application use intentions. This study investigates the impact of innovativeness and AR experience on consumer loyalty and purchase intention. Based on the assumption that the importance of AR applications in marketing activities will gradually increase, it can be said that examining the effects of AR applications on consumer attitudes and behaviours is gaining reputation. Studies investigating the impact of augmented reality applications are very limited in the consumer behaviour literature. This situation shows the original value of the study. In the application part of the study, a quantitative research design was used. In this context, the convenience sampling method was selected. Data were collected from 319 participants via an online questionnaire, and the responses obtained were analysed using a structural equation model. The results showed that the AR experience had been affected positively by the innovation dimension, while consumer loyalty was affected positively by the AR experience.
Purpose
Brick-and-mortar store is an essential channel to deliver a seamless shopping experience and meet customer's dynamic needs in omni-channel retailing. This paper aims to understand customers' expectations of the integrated stores and develop a measurement scale to assess in-store service quality in omni-channel retailing.
Design/methodology/approach
Grounded theory methodology (GTM) is employed to obtain a clear picture of consumer expectations and preferences regarding the omni-channel brick-and-mortar integrated stores. Then, an integrated store service quality scale is proposed, refined and validated using a questionnaire survey and structural equation model (SEM).
Findings
The measurement scale is set to include seven dimensions: in-store environment, in-store technology, product information consistency, employee assistance, personalization, channel availability and instant gratification and return. The relationships among these seven dimensions and customer satisfaction and loyalty are also verified. According to SEM, product information consistency is more important for customer satisfaction while personalization contributes more to customer loyalty. The results demonstrate that by analysing the seven dimensions, retailers can better understand customers and further improve service quality.
Originality/value
This paper proposes a sufficient measurement scale for in-store service quality and fills the gap in omni-channel retailing by capturing its integration attribute.
Purpose
The omni-channel strategy provides a holistic experience during shopping by integrating online and offline channel services. In this digitalized realm, customers are more dependent on online elements for shopping. However, physical stores are still their first choice for apparel shopping. The introduction of interactive technology is one of the key elements to provide an online experience in the physical store. The purpose of this paper is to identify the impact of interactive technologies on purchase intention and its role.
Design/methodology/approach
This study has been conducted in Delhi using 573 customers who are using interactive technologies for shopping. A self-developed questionnaire was used to collect the data. Data was analysed using structural equation modelling through smart partial least square 3.
Findings
The results show that 46% change in purchase intention was due to mobile point of sale/digital wallet, tablet/i-pad/digital signage, smartphone and click and collect/ship from store technology. However, there was no impact of the smart mirror and in-store Wi-Fi technology on purchase intention.
Originality/value
This study focuses on various technologies which provide online experience at physical stores. This study offers new insights for the theoretical and business framework of omni-channel brands. These technologies could be used as key performance indicators of omni-channel retailing in future.
A systematic review of 166 articles in the domain of repurchase
intention (RI), published in the period 2014–2019 is carried out to synthesize the body of knowledge and to further explore the avenues for future research. A rigorous keyword-based search is conducted to identify the peer-reviewed journal articles and to further review them systematically. The screening and coding of articles were done manually by authors independently. The studies are analyzed based on the employed methodologies, underlying theories, antecedents, contexts, year of publication, and platforms. Analyses reveal that
RI has dominantly been investigated in the online contexts with satisfaction, perceptual measures, perceived value, and trust being some of the widely examined antecedents. This is further corroborated by the extensive application of expectation confirmation theory and theory of trust. A conceptual framework delineating the antecedents (independent variables; mediators and moderators) of RI is also provided. Several key recommendations for future research are made.
This study explores how customers utilize multiple channels in a recent retail environment. It provides a compatible framework for customer segmentation for overall products and major online-focused product categories, which reflect dynamic purchasing needs in multiple channels, using latent class cluster analysis and focusing on demographic characteristics. It extends prior studies’ frameworks by analyzing 15,938 Japanese single-source panelists’ data on low-involvement frequently purchased categories with customers’ demographics. The analyses revealed eight segments, including the specific properties of multi-channel enthusiasts. The findings imply that FMCG product classes and the corresponding consumer segments that are appropriate for cross-selling can be specified in our system, which incorporates possible future dynamic customer needs and can reduce the possibility of significant profit losses.
This research draws on the stimulus-organism-response framework to explore how traditional, physical atmospheric variables relate to consumers’ internal value responses to the m-shopping experience. Further, this research exposes how fulfillment of consumers’ utilitarian and hedonic values relate to consumers’ experience of flow while shopping and their intentions to return to the m-shopping platform. Findings suggest the stimulus-organism-response framework provides a viable perspective on the design of mobile shopping experiences. Moreover, traditional atmospheric variables influence consumers’ shopping experiences in the mobile context. Theoretical and practical implications are provided.
Purpose
The purpose of this study is to analyse the level of adoption of in-store analytics by brick-and-mortar retailers. Web analytics technology has been widely adopted by online retailers, and the technology to gather similar information in physical stores is already available. This study explores how such technology is valued and adopted by retailers.
Design/methodology/approach
This study is based on interviews and a focus group of 21 retail executives using a semi-structured interview methodology. An in-store analytics service was defined, along with specific key performance indicators (KPIs) and use cases to structure respondents' feedback.
Findings
Although noteworthy differences have been found in the value of KPIs and use cases by type of business, the main finding is that none of the respondents reached the stage of a brick-and-mortar data-driven company. In-store analytics services are in the early stages of Rogers' (1983) model of diffusion of innovations. Three main reasons are presented: lack of technology knowledge, budget priority and a data culture inside the companies.
Practical implications
The results should encourage scholars to further investigate the drivers accelerating the adoption of these technologies. Practitioners and solution providers should strive for improvement in the simplicity of their solutions.
Originality/value
This study is the first to analyse the level of adoption of in-store analytics from the perspective of retailers.
L’objectif de cette recherche est d’étudier l’impact de l’expérience connectée sur les réponses du consommateur : intentions de fidélité envers le magasin et consentement à payer des produits. Un modèle conceptuel a été développé en se basant sur la revue de la littérature et les résultats de l’étude qualitative. Ce modèle a fait l’objet par la suite d’une double validation empirique. La collecte des données s’est déroulée au sein du magasin Décathlon de Bordeaux Lac en s’appuyant sur une expérimentation qui s’est déroulée en deux temps. Dans la première, les sujets ont été interrogés sans la présence de la borne connectée, tandis que la deuxième expérimentation, elle s’est déroulée au sein du même magasin mais en présence de la borne digitale. L’analyse des données par les équations structurelles multi groupes et les tests de moyennes ainsi que les tests des effets modérateurs, ont prouvé un effet significatif et plus fort de la dimension expérientielle de l’expérience connectée sur les intentions de fidélité. De plus, cette dernière agit positivement sur le consentement à payer des produits si le niveau d’implication du client envers le produit est élevé. Les implications managériales et théoriques, ainsi que les voies futures de recherches ont été mises en perspectives.Mots clésExpérience connectée, commerce connecté, technologies de magasinage, valeur de magasinage, innovativité technologique, implication, intentions de fidélité, consentement à payer.
Purpose
This paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda.
Design/methodology/approach
Thematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers.
Findings
Three major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.
Originality/value
This is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.
Augmented reality presents numerous opportunities and challenges for marketers to enrich the retail shopping experience. Although the technology is well established, practical marketing applications are rare, and the existing literature is unstructured. We conduct a systematic literature review with the goal of synthesizing the latest developments in the field and developing research propositions. We analyze 91 papers and identify four major enablers of AR in retail marketing: enhancement of the consumer experience, improvement of the customer-brand relationship, support of marketing activities, and promotion of marketing competitiveness. The challenges of AR adoption in marketing include technical limitations , consumer-oriented challenges, technological immaturity, and organizational challenges.
The purpose of the current research is to investigate the impact of a web site's atmospherics (telepresence, interactivity and vividness) on site's performance (achieving web users' shopping values and the optimal flow experience in Internet shopping). An experiment is conducted to collect data. Telepresence was found to be a significant predictor of flow. Interactivity has a positive relationship with enjoinment and vividness with concentration. Hedonic value appears to be strongly influenced by the web site's perceived atmospherics
This study develops a longitudinal model of the effect of a service change on customer attitudes about service quality. The model is estimated with data from a field experiment with three survey waves. Service changes are found to strongly influence customer evaluations of service quality through their effect on customer perceptions of current performance and disconfirmation. The effect of disconfirmation is larger, and the effect of prior attitudes is smaller, directly after the service change compared with a subsequent time period.
This study, based on 772 shopper's interviews in two shopping malls, establishes that malls can achieve differentiation from their competitors through the pursuit of singular orientations following the hedonic and utilitarian dimensions of shopping. Furthermore, perceived differentiation from competitors is found to positively influence customers’ attachment to the mall, a determining factor in the mall's evaluation. Interestingly, mall's orientation related to hedonic elements was found appealing by all subjects, although slightly more by those with lower income. However, utilitarian orientation appeared strictly effective on those with higher income. Theoretical and managerial implications along with limitations are discussed.
Research on how store environment cues influence consumers' store choice decision criteria, such as perceived merchandise value and shopping experience costs, is sparse. Especially absent is research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes (1) three types of store environment cues (social, design, and ambient) as exogenous constructs, (2) various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and (3) store patronage intentions as the endogenous construct. They then empirically examine the extent to which environmental cues influence consumers' assessments of a store on various store choice criteria and how those assessments, in turn, influence patronage intentions. The results of two different studies provide support for the model. The authors conclude by discussing the results to develop an agenda for additional research and explore managerial implications.
The availability of a huge number of studies about the Technology Acceptance Model (TAM) for predicting consumer’s acceptance and usage of innovations in points of sale motivates writing of the present. Review, with emphasis on the new variables integrated in the traditional model. This is concerned with a synthesis of the current progresses in the field, thus offering a unified view of consumers’ behaviour towards new technical solutions. Such synthesis is achieved from an extensive literature analysis, including computer science, innovation, human-computer interaction, and technology management perspectives. For each case, both opportunities and issues are outlined in order to advance the current knowledge and highlight what practitioners and scholars should take into account for developing new and efficient corporate strategies.
Purpose
– The purpose of this study is to investigate the antecedents and consequences of consumer satisfaction with the use of self‐service technology (SST) in a retail setting.
Design/methodology/approach
– In cooperation with a survey firm, a total of 424 respondents were collected from among consumers who had experience of using multimedia kiosks at convenience stores in Taiwan. The conceptual model was tested by using structural equation modeling.
Findings
– The results show that perceived usefulness and perceived enjoyment both, initially, influence perceived control and convenience and then affect consumer satisfaction, which in turn has an impact on consumer continued behavior intention. In addition, perceived enjoyment is found to enhance consumer satisfaction, but perceived usefulness is not.
Originality/value
– This paper proposes a conceptual model to synthesize the essence of the ECM‐IT model and two important incentives in self‐service (i.e. perceived control and convenience) in order to provide a theoretical explanation for consumer satisfaction in the self‐service context. This not only extends the ECM‐IT model, but also remedies previous self‐service literature that lacked the theoretical background in investigations of consumer satisfaction.
In studying the impact of shelf space changes on unit sales, space elasticity was hypothesized to be a function of several product-specific variables, including physical properties, merchandising characteristics, and use characteristics. The model was tested using stepwise multiple regression, and it was found that the impact of shelf space on unit sales was very small relative to the effects of other variables.
The authors develop a longitudinal model of the effect of a service change on customer attitudes about service quality. The model is estimated with data from a field experiment with three survey waves. Service changes are found to have a strong influence on customer evaluations of service quality through their effect on customer perceptions of current performance and disconfirmation. The effect of disconfirmation is larger and the effect of prior attitudes is smaller directly after the service change than in a subsequent time period.
Retailing in the new millennium stands as an exciting, complex and critical sector of business in most developed as well as emerging economies. Today, the retailing industry is being buffeted by a number of forces simultaneously, e.g., increasing competition within and across retailing formats, the growth of online retailing, the advent of ‘radio frequency identification’ (RFID) technology, the explosion in customer-level data availability, the global expansion of major retail chains like Wal-Mart and METRO Group and so on. Making sense of it all is not easy but of vital importance to retailing practitioners, analysts and policymakers. With crisp and insightful contributions from some of the world’s leading experts in retailing, Retailing in the 21st Century offers in one book a compendium of state-of-the-art, cutting-edge knowledge to guide successful retailing in the new millennium.
Retailing in the new millennium stands as an exciting, complex and critical sector of business in most developed as well as emerging economies. Today, the retailing industry is being buffeted by a number of forces simultaneously, e.g., increasing competition within and across retailing formats, the growth of online retailing, the advent of ‘radio frequency identification’ (RFID) technology, the explosion in customer-level data availability, the global expansion of major retail chains like Wal-Mart and METRO Group and so on. Making sense of it all is not easy but of vital importance to retailing practitioners, analysts and policymakers. With crisp and insightful contributions from some of the world’s leading experts, Retailing in the 21st Century is a compendium of state-of-the-art, cutting-edge knowledge for successful retailing today.
The marketing literature abounds on the importance of environment and atmospheric variables in the consumer shopping experience. Moreover, numerous authors underline the importance of the individual differences, in particular the influence of shopping motivations. Yüksel (2004, 2007) and Hsieh and Chang (2006) specify that the motivations of a tourist to frequent a trading place are often multiple; besides an utilitarian shopping motivations, they can include, learning of the local traditions, search of sensory stimulation or the simple fact of escaping the daily routine.
Companies, the authors argue, are increasingly turning toward business model innovation as an alternative or complement to product or process innovation. Drawing on extensive research they conducted over the course of the last decade, the authors define a company's business model as a system of interconnected and interdependent activities that determines the way the company "does business" with its customers, partners and vendors. In other words, a business model is a bundle of specific activities - an activity system - conducted to satisfy the perceived needs of the market, along with the specification of which parties (a company or its partners) conduct which activities, and how these activities are linked to each other. Business model innovation can occur in a number of ways: (1) by adding novel activities, for example, through forward or backward integration, (2) by linking activities in novel ways, or (3) by changing one or more parties that perform any of the activities. Changes to business model design can be subtle, the authors note; even when they might not have the potential to disrupt an industry, they can still yield important benefits to the innovator. The authors offer a number of examples of business model innovation and pose six questions for executives to consider when thinking about business model innovation: 1. What perceived needs can be satisfied through the new model design? 2. What novel activities are needed to satisfy these perceived needs? 3. How could the required activities be linked to each other in novel ways? 4. Who should perform each of the activities that are part of the business model? 5. How is value created through the novel business model for each of the participants? 6. What revenue model fits with the company's business model to appropriate part of the total value it helps create?
This special issue of the Journal of Retailing and Consumer Services on innovation management in retailing from a consumer and corporate perspective includes seven papers. The papers cover a variety of interesting topics focusing on consumers׳ viewpoints and corporate strategies towards new advanced systems introduced at the points of sale. The issue is organised into two sections: (i) impact of new technologies on consumer behaviour (which includes new approaches for managing shopping experience), and (ii) corporate strategies (which includes retailers׳ actions and strategies). This introduction summarises the papers and identifies some empirical insights and contributions to the growing body of knowledge on innovation management that has appeared in the recent retailing literature.
Recent developments in advanced interactive technology have enabled retailers to engage customers in new ways on the physical shopfloor, thus encouraging high street businesses. According to research firm IDC Retail Insights, multichannel shoppers spend, on average, 15-30 per cent more than shoppers who use only one channel, which provides compelling justification for the extra investment needed for the new retailing technology. The research estimates that omni-channel shoppers will spend 20 per cent more than multi-channel shoppers. In October 2011, department store chain Debenhams tested omni-retailing that aims to transform traditional digital media into brand-consumer engagements which operate on the iPhone, iPad and Android smartphones and tablets. Networking giant Cisco Systems and department store John Lewis have launched StyleMe, a virtual fashion mirror enabling shoppers to try on clothes without physically taking any off.
The success of e-commerce has caused retailers to find ways of adopting the personalised interactivity of online shopping to make the offline shopping experience more compelling. To this end augmented reality (AR) could prove the most effective technology for getting potential purchasers to engage - and spend - more. The AR trend aims to build consumer relationships, boost revenue channels, and add value to the shopper experience. The Omni-channel approach relates to how retailers can attract their target consumers across multiple traditional and non-traditional interactions. These include e-tail and e-commerce, use of social media, plus in-store technology such as virtual mirrors and touchscreen digital signage - all integrated in a physical store, and often making use of shoppers' own mobile devices, ranging from tablet PCs to smartphones.
Despite the consumers' increasing demand of technology-based innovations for making stores more appealing and the huge availability of advanced technologies, there is still a lack of research on the retailers' and employees' points of views towards the introduction of these systems. In fact, an efficient innovation should take care of both the final users/consumers' and the retailers/employees' needs and expectations. Hence, the aim of this study is to advance our knowledge on retailers' pull of new technologies for improving their job in accordance with the most recent systems, as well as on the main characteristics of these innovations for defining a new integrative framework of analysis and development.
This research empirically examines the effect of various Internet shopping site qualities on the utilitarian and hedonic values of Internet shopping. The influence of the perceived level of Internet shopping value on customer satisfaction and repurchase intention is also investigated. We perform structural equation analysis with a sample of 293 observations consisting of two different income groups (workforce and student). Our results show that while system and service qualities are critical factors affecting utilitarian shopping value, information and service qualities are the factors most closely associated with hedonic shopping value. These findings suggest that service quality plays a significant role in increasing both utilitarian and hedonic shopping values. Our results also show that the impact of quality factors on Internet shopping values and subsequent repurchase intention differs across the two income groups.
Service experiences are characterized by emotions that help shape the value in use received by the customer. Negative emotion plays an important role in all of consumer psychology and all too often consumers experience some degree of negative emotion during a consumption experience. This research sheds light on how these negative shopping emotions experienced by men and women in a typical shopping environment affect value and relationships in the form of shopper behavior, commitment and share of wallet. A theoretical process is explained and modeled with a sample of mall shoppers. Results overall suggest that negative emotions affect the shopping experience more for women than for men in terms of perceived value and loyalty. In contrast, the behavior–commitment relationship is stronger for men.
Although delivering value is the key for retailers to create new competitive advantages, the literature on consumer shopping value is fragmented and findings are inconsistent. This study aimed to understand consumer shopping value in-depth by examining consumer shopping processes and experiences in two retail formats: mass merchandisers and department stores. This study conceptualizes consumer shopping value as having two components: shopping trip value and in-store shopping value. Shopping trip value is originated by fulfillment of general shopping motivations, and in-store shopping value stems from retail elements that create in-store shopping experiences that consumers have in specific retail contexts. Five shopping trip value dimensions and six in-store shopping value dimensions are identified from the in-depth interviews. The findings highlight how consumer shopping value is a complex and context specific construct.
The authors propose a new model of the effects of four perceived atmosphere constructs on hedonic and utilitarian shopping evaluations. Survey data demonstrate that the perceived atmosphere constructs are positively associated with both hedonic and utilitarian evaluations of retail shopping value. Importantly, the relationship between the customer's perception of the store's level of sophistication (perceived style) and the customer's overall assessment that the store is a pleasant place (perceived overall atmosphere) is different for different retail brands. The results suggest that the relationship between constructs can be used to detect differentiation between retail brands.
This research investigates how offering experiential values by an online retailer affects the personality of the e-retailer’s website in consumers’ minds. It empirically studies the impacts of four experiential value types – aesthetics, playfulness, customer return on investment (CROI), and service excellence – on each of the five website personality dimensions of enthusiasm, genuineness, solidity, sophistication, and pleasantness. The findings confirm the overall model and the majority of the hypothesized relationships are significant. The findings show that e-retailers should use appropriate combinations of experiential values to portray their desired website personalities.
We attempted to clarify the dimensions of e-service quality and their role in producing perceived value and loyalty among customers of e-commerce websites. We particularly examined whether e-quality consisted of two groups of dimensions: (i) functional; or (ii) hedonic quality. Based on a survey of 1201 online customers of Spanish travel agencies, we used structural equation modelling to show that both types of quality are distinct dimensions of e-quality and that both have positive and significant influence on perceived value. In addition, perceived value was shown to have a significant impact on loyalty, thus validating the chain from service quality-to-perceived value-to-loyalty in the context of e-commerce. The implication for e-service managers is that they must be aware of the importance of hedonic quality in seeking to attract and retain customers.
The authors conduct a meta-analysis that aggregates empirical findings from the stimuli–organism–response (S–O–R) framework. In the retail field, research relies on the S–O–R paradigm to explain and present evidence pertaining to numerous environmental cues and their related effects on consumers' responses. However, the literature review provides positive, negative, and even null results in the S–O–R model, producing doubts about its generalization capacity in the retail field. The study provides a quantitative summary of the bivariate findings regarding the antecedents and the consequences of organism trait (i.e., emotions). The study here corroborates the generalizability of the results into S–O and O–R stages. The authors also confirm the emotions' dependency in the organism factor. The results show that the relationship between arousal and pleasure was significant and positive. Both emotions are responsible for much variation on hedonic and utilitarian motivation for shopping. Arousal-hedonic and pleasure-hedonic relationships have stronger effects from the 28 relationships, indicating that consumer emotions and recreational motivation for shopping are strongly associated. In addition, the study examines all identified studies in terms of the following relevant moderator-variables. Some of them were significant. The paper concludes with a discussion of the implications for practice and further research.
In studying the impact of shelf space changes on unit sales, space elasticity was hypothesized to be a function of several product-specific variables, including physical properties, merchandising characteristics, and use characteristics. The model was tested using stepwise multiple regression, and it was found that the impact of shelf space on unit sales was very small relative to the effects of other variables.
The influence of shelf space upon sales of branded products is tested in a randomized block field experiment. Sales of two brands of salt and powdered coffee cream are measured. Managerial implications using opportunity cost indicate that retailers might limit shelf allocations for a number of brands to some minimal level.
Sales-to-shelf facing relationships for three drug store products were proven significant in eight chain drug stores over a period of nine to sixteen weeks. Courses of action for the manufacturer and the retailer are defined by the significance of the relationship.
The objectives of this study were to investigate: (a) whether shopping enjoyment has a differential influence on two key store shopping modes (browsing vs. bargain hunting); (b) whether the level of chronic time pressure moderates the influence of shopping enjoyment on each shopping mode; and (c) whether each of the shopping modes has a differential influence on hedonic shopping value. Data were collected from a sample of US store shoppers (n=1009). Results revealed that the influence of shopping enjoyment was much stronger on the browsing mode than on the bargain hunting mode. In turn, the browsing mode exerted a stronger influence on hedonic shopping value. Also, this study confirmed that the level of chronic time pressure significantly moderated the influence of shopping enjoyment on the browsing mode. Implications for brick-and-mortar retailers were discussed with suggestions for future research.
To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, satisfaction and loyalty in retailing. Further, the majority of extant research has been limited to upscale retail sectors where the role of the salesperson is crucial and long-term relationships are common. In order to extend the findings of previous research to additional retail sectors, the current study investigates the complex interrelationships between utilitarian and hedonic shopping value and important retail outcomes for discount retailers. Utilitarian and hedonic shopping value are found to influence key outcome variables including satisfaction, loyalty, word of mouth communication and share of purchases in the highly competitive discount retail sector.
Biometric technologies are currently being tested by retailers to determine their applicability to business operations. Generally, the benefits of biometric systems relate to improved speed, more secure transactions, and better information management; however, such technologies also present retailers with the problem of protecting consumer privacy. This paper concentrates on one form of biometrics that is most often being tested by retailers––fingerprint authentication at point-of-sale. The purpose of this paper is to determine how readily this specific biometric technology will be accepted by consumers. Findings presented in the paper indicate that there has not been strong support by consumers.
The purpose of this study is to examine the relationships between three dimensions of interactivity (controllability, synchronicity, and bi-directionality) and consumers’ perceived value composed of utilitarian and hedonic values on e-shopping, finally determining the level of overall satisfaction on using interactivity features in e-tailing service. A total of 451 respondents participated and the usable sample size was 427 after the screening process. The results indicate that bi-directionality is a key interactivity feature for consumers’ hedonic value creation in e-tailing service settings while synchronicity is a key for utilitarian value.
In recent years, the importance of an enjoyable experience during the shopping activity increased. As a consequence, many researchers are focusing on the best application of enjoyable elements in the points of sale in order to maintain existing consumers and attract new ones.The aim of this paper is to analyze how the introduction of advanced technologies modifies the retailing context and affects consumers shopping experience. In particular, three aspects of our results emerge from a theoretical standpoint: new advantages for retailers (the possibility to achieve fast information on consumer behavior and preferences); the improvement of the point of sale; and the positive influences on consumers shopping experience.
Electronic commerce has been growing rapidly. Although business-to-consumer electronic commerce has created new opportunities for businesses, questions about consumer shopping motivations toward Internet shopping versus conventional shopping continue to persist. The purpose of this study is to investigate the Internet shopping motivations from both utilitarian and hedonic perspectives. The differential effects of these dual motivations on both search intention and purchase intention are examined. An integrated model of shopping motivations on the Internet is proposed. A structural equation model is developed to test the casual effects between variables.The study finds that utilitarian motivation is a determinant of consumer intention to search and intention to purchase. Hedonic motivation has a direct impact on intention to search and indirect impact on intention to purchase. While these dual motivations have significant effects, utilitarian motivation is the strongest predictor of intention to search and intention to purchase. Utilitarian motivation is influenced by convenience, cost saving, information availability, and selection; hedonic motivation is influenced by adventure, and authority and status. The study serves as a basis for the future growth of Internet marketing.
As shoppers, what factors influence our decision to purchase an object or service? Why do we chose one product over another? How do we attribute value as part of the shopping experience? The theme of 'serving' the customer and customer satisfaction is central to every formulation of the marketing concept, yet few books attenpt to define and analyse exactly what it is that consumers want. In this provocative collection of essays, Morris Holbrook brings together a team of the top US and European scholars to discuss an issue of great importance to the study of marketing and consumer behaviour. This ground-breaking, interdisciplinary book provides an innovative framework for the study of consumer value which is used to critically examine the nature and type of value that consumers derive from the consumption experience - effiency, excellence, status, esteem, play, aesthetics, ethics, spirituality. Guaranteed to provoke debate and controversy, this is a courageous, individualistic and idiosyncratic book which should appeal to students of marketing, consumer behaviour, cultural studies and consumption studies.
Purpose
– The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus.
Design/methodology/approach
– A qualitative methodology was employed, using protocol analysis and in‐depth semi‐structured interviews that were conducted with ten participants.
Findings
– The paper highlights several atmospheric cues and their influence on the hedonic retail experience. The first category of cues – attractive stimuli – were those cues that attracted attention, exciting the participant and eliciting approach behaviours. The second category – facilitating stimuli – included those cues that were necessary in order to facilitate product engagement.
Originality/value
– The paper provides a broad categorisation of atmospheric cues, providing factors that shop designers can be aware of when creating a store with the hedonic experience in mind.
This study examines the benefits of virtual and augmented reality for retailing in order to propose a theoretical framework for the development of innovative and efficient stores. The purpose is to investigate the relevance of advanced technologies in the points of sale from user’s standpoint for deeply understanding their influence on consumer’s perception. The study gathers data from 150 respondents for investigating the influence on consumers in terms of ease of use, enjoyment and store perception. To achieve this goal, the research focuses on Structural Equation Model (SEM) approach to map the correlations among variables.The results illustrate consumer’s response towards the introduction of virtual and immersive technologies in traditional points of sales. Specifically, they are prompted to use these stores, which became more attractive and appealing.Managerial and marketing implications are also theoretically discussed, showing how an immersive store might represent the starting point for further advances in retailing.
Purpose
The success of retail service innovations is contingent upon a thorough understanding of the antecedent factors that drive adoption intention. Using the example of a novel kiosk technology, the purpose of this paper is to analyze the antecedents of kiosk use intention and to find out how perceptions of antecedent factors vary among potential and early adopters.
Design/methodology/approach
Based on the “Unified theory of acceptance and use of technology” and the technology readiness (TR) concept, the proposed framework identifies several factors underlying adoption intention. The framework is tested on potential and early adopters of a kiosk system recently launched by Taiwan's largest convenience retailer.
Findings
Results show that while performance expectancy, effort expectancy, facilitating conditions and social influence impact overall use intention, the perceptions of these antecedents vary significantly between potential versus early users. Further, individual TR does not intervene with technology perceptions.
Practical implications
Retail practitioners can use the findings to more effectively target these two important adopter segments and to prioritize their technology investments.
Originality/value
Most of extant technology adoption researches assume that factors driving adoption behaviour remain constant as diffusion progresses. This work joins a limited number of studies, which propose a dynamic nature of antecedent factors. The paper shows how perceptions of antecedent factors differ among potential and early users of a novel kiosk system. Overall, this paper emphasizes the need for a more segmented‐oriented approach in the promoting of innovative retail technologies.