Phygital luxury experiences. A correspondence analysis on retail technologies

IF 8.6 2区 管理学 Q1 BUSINESS
Alice Guzzetti, Roberta Crespi, Valeria Belvedere
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引用次数: 0

Abstract

Beliefs play a prominent role in consumer attitudes toward technology. Hence, the interplay between affective and cognitive perceptions results in approach or avoidance behaviours. This study examines how phygital interactive in-store technologies are perceived in the specific context of luxury retail by providing a holistic picture of the characteristics consumers link to technological applications. Employing correspondence analysis, we highlight the contribution of the affective and cognitive dimensions of beliefs to technology evaluation, both in positive and negative terms. By differentiating between respondents who had already tried the technology and those who had not, the findings reveal how negative bias, derived from a lack of experience, results in negative evaluations; while previous usage of the technology positively impacts technology assessment. The results provide an outline of a valuable customer in-store experience enriched by phygital devices, showing how technology's distinct features attract consumers, and how these perceptions can be leveraged by the retailer to enhance the retail experience.

Abstract Image

植物数字奢侈品体验。零售技术的对应分析
信念在消费者对技术的态度中扮演着重要角色。因此,情感认知和认知认知之间的相互作用会导致接近或回避行为。本研究通过提供消费者与技术应用相关联的特征的整体图景,探讨了在奢侈品零售业的特定背景下,消费者是如何看待店内数字互动技术的。通过采用对应分析法,我们从正面和负面两方面强调了信念的情感和认知维度对技术评价的贡献。通过区分已试用过技术和未试用过技术的受访者,研究结果揭示了因缺乏经验而产生的消极偏见如何导致负面评价;而以前对技术的使用则对技术评估产生积极影响。研究结果勾勒出了一个通过电子设备丰富顾客店内体验的轮廓,展示了技术的独特功能如何吸引消费者,以及零售商如何利用这些感知来提升零售体验。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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