Smart Retail Using Electronic Shelf Label (ESL): From Customer Well-Being to Posttransaction Shopping Experience Across Gender

Abstract

An electronic shelf label (ESL) is one of the many intelligent retail applications developed to improve shopping experience. The research of the impact of retail technology on human well-being is, however, limited. The purpose of this research is to investigate how the characteristics of ESLs influence the well-being of customers and subsequently affect posttransaction behavior. A total of 305 individuals participated in the survey, and the results were analyzed using a technique known as partial least squares structural equation modeling (PLS-SEM). A considerable influence on consumer well-being (both subjective well-being (SWB) and psychological well-being (PWB), respectively) is affected by ESL elements such as customer attraction (CA), improved product information (EPI), and unmanned shopping experience (USE). Additionally, customer well-being components (SWB and PWB) affect customer postpurchase behavior, including positive word of mouth (PWOM) and customers’ willingness to pay for premium (WTP). Based on the findings, it has been determined that SWB influences WTP, while PWB has a considerable positive impact on PWOM, ultimately also resulting in WTP. Additionally, the findings demonstrated that the frequency of shopping positively influenced the willingness to spend more. This research is aimed at giving empirical evidence on smart retailing in the form of ESL features on customer happiness and how it affects postpurchase customer behavior. In addition, the research discovered differences in the use of in-store technology depending on gender.