{"title":"Retailing technology: do consumers care?","authors":"A. Cervantes, A. Franco","doi":"10.1108/sjme-03-2020-0041","DOIUrl":null,"url":null,"abstract":"Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.,The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.,Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.,The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.,This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.,Las tecnologias disruptivas de ventas al por menor mejoran la productividad y la optimizacion de costos, pero hay una falta de literatura academica sobre los efectos de estas tecnologias en las percepciones y actitudes de los compradores. Este articulo desarrolla y prueba un modelo conceptual de los efectos de la tecnologia minorista en la imagen de la tienda y las intenciones de compra y mide como los servicios de interaccion humana moderaron las relaciones. Este articulo explora dos tecnologias comerciales relevantes para investigarlo.,Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electronicas de estanterias (ESL) y el carro inteligente de la misma manera que podian usarlo en las tiendas.,Los resultados indican que la tecnologia de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologias de compra mejoran la percepcion de la imagen de la tienda e incrementa la intencion de compra moderada por los servicios de interaccion humana.,Es una contribucion original porque pocos trabajos de investigacion se basan en experimentos para medir las reacciones de los consumidores debido a la implementacion de la nueva tecnologia.,Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.,Los resultados deberian ayudar a reducir la resistencia de los minoristas a su adopcion. La tecnologia en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interaccion humana podrian ser un puente entre los consumidores y las nuevas tecnologias.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2020-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"9","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Spanish Journal of Marketing - ESIC","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/sjme-03-2020-0041","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 9
Abstract
Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.,The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.,Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.,The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.,This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.,Las tecnologias disruptivas de ventas al por menor mejoran la productividad y la optimizacion de costos, pero hay una falta de literatura academica sobre los efectos de estas tecnologias en las percepciones y actitudes de los compradores. Este articulo desarrolla y prueba un modelo conceptual de los efectos de la tecnologia minorista en la imagen de la tienda y las intenciones de compra y mide como los servicios de interaccion humana moderaron las relaciones. Este articulo explora dos tecnologias comerciales relevantes para investigarlo.,Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electronicas de estanterias (ESL) y el carro inteligente de la misma manera que podian usarlo en las tiendas.,Los resultados indican que la tecnologia de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologias de compra mejoran la percepcion de la imagen de la tienda e incrementa la intencion de compra moderada por los servicios de interaccion humana.,Es una contribucion original porque pocos trabajos de investigacion se basan en experimentos para medir las reacciones de los consumidores debido a la implementacion de la nueva tecnologia.,Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.,Los resultados deberian ayudar a reducir la resistencia de los minoristas a su adopcion. La tecnologia en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interaccion humana podrian ser un puente entre los consumidores y las nuevas tecnologias.
期刊介绍:
Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.