How location-based messages influence customers' store visit attitudes: an integrative model of message value

IF 5.5 3区管理学 Q1 BUSINESS

International Journal of Retail & Distribution Management Pub Date : 2021-12-16 DOI:10.1108/ijrdm-09-2020-0364

T. Verhagen, S. Meents, Jani Merikivi, A. Moes, J. Weltevreden

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引用次数: 4

Abstract

PurposeThis study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.Design/methodology/approachThe study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.FindingsThe empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.Originality/valueThe paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.

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基于位置的信息如何影响顾客的商店访问态度：一个信息价值的综合模型

目的本研究旨在了解实体零售店的顾客在商店附近时如何评估接收基于位置的手机信息。它提出并测试了一个模型，该模型将两个好处（个性化和位置一致性）和两个牺牲（隐私问题和侵入性）与信息价值感知和商店访问态度联系起来。设计/方法/方法该研究使用基于小插曲的调查，从一家时尚零售商的1225名顾客中收集数据。假设的研究模型使用SmartPLS 3.0和一致的PLS算法进行估计，并通过事后测试进行进一步验证。实证检验证实了该模型的预测有效性和稳健性，并表明位置一致性和入侵性是基于位置的信息特征，对信息价值和商店访问态度的影响最大。独创性/价值该论文通过将个性化、位置一致性、隐私问题和入侵性整合到一个经过验证的模型中，增加了未被充分探索的店铺进入研究领域，并扩展了以前基于位置的消息传递研究。

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来源期刊

International Journal of Retail & Distribution Management Multiple-

CiteScore

8.60

自引率

25.00%

发文量

期刊介绍： The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.