全渠道零售商店中顾客对验证的容忍度:启用物流和供应链分析

Hartmut Hoehle, John A. Aloysius, F. Chan, V. Venkatesh
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引用次数: 19

摘要

移动技术越来越多地被用作数据源,以实现大数据分析,从而实现全渠道业务的库存控制和物流规划。本文的目的是关注使用移动技术来促进客户在实体零售商店购物以及相关的实施挑战。首先,作者介绍了零售商店中三种新兴的移动购物结账流程。其次,作者提出,实施移动技术支持的结账流程所必需的新的验证程序(即出口检查)可能会扰乱传统的零售服务流程。作者提出了一个标记为“验证容忍度”的结构,将其定义为客户对结帐过程的反应。作者定义并讨论了五个维度:对不公平过程的容忍;验证过程的变化;不便;不信任;还有侵犯隐私。作者为所提出的结构编制了测量量表,并对239名客户进行了研究。结果表明,与不使用移动技术的传统自助服务场景相比,在结账过程中使用移动技术的场景下,客户对验证的容忍度更高。特别是,客户对特定的移动购物场景没有明确的偏好。这些发现有助于我们理解全渠道企业在利用数字技术数据加强协同规划、预测和补货流程时可能面临的挑战。本文提出的结构和测量量表可用于未来的全渠道零售研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Customers’ Tolerance for Validation in Omnichannel Retail Stores: Enabling Logistics and Supply Chain Analytics
Mobile technologies are increasingly used as a data source to enable big data analytics that enable inventory control and logistics planning for omnichannel businesses. The purpose of this paper is to focus on the use of mobile technologies to facilitate customers’ shopping in physical retail stores and associated implementation challenges.,First, the authors introduce three emerging mobile shopping checkout processes in the retail store. Second, the authors suggest that new validation procedures (i.e. exit inspections) necessary for implementation of mobile-technology-enabled checkout processes may disrupt traditional retail service processes. The authors propose a construct labeled “tolerance for validation” defined as customer reactions to checkout procedures. The authors define and discuss five dimensions – tolerance for: unfair process; changes in validation process; inconvenience; mistrust; and privacy intrusion. The authors develop a measurement scale for the proposed construct and conduct a study among 239 customers.,The results show that customers have higher tolerance for validation under scenarios in which mobile technologies are used in the checkout processes, as compared to the traditional self-service scenario in which no mobile technology is used. In particular, the customers do not show a clear preference for specific mobile shopping scenarios.,These findings contribute to our understanding of a challenge that omnichannel businesses may face as they leverage data from digital technologies to enhance collaborative planning, forecasting, and replenishment processes. The proposed construct and measurement scales can be used in future work on omnichannel retailing.
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