我该留下还是走?人群检查技术对面对面购物体验的好处

Q1 Business, Management and Accounting
D. Marikyan, E. Pantano, Daniele Scarpi
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引用次数: 2

摘要

漫长的销售周期(如圣诞节、黑色星期五等)和购物时的传染风险(如COVID-19等大流行期间)显示了拥挤的购物环境对消费者行为的负面影响程度。因此,作者利用恐惧管理理论(TMT)和刺激-生物-反应(S-O-R)方法,旨在建立一个新的模型来研究人群检查技术对购物焦虑、购物体验感知价值和支付意愿的影响。设计/方法/方法采用横断面研究设计,并在一家独立研究公司的帮助下,作者从居住在英国的个人中收集了1000份有效回复。研究结果显示,人群检查技术提示减少了购物焦虑,提高了价值认知,增加了支付意愿。此外,技术降低购物焦虑的效果受顾客购物取向的调节。原创性/价值据作者所知,这项研究是第一个调查在消费者旅程初始阶段使用的人群监控系统,以实时显示店内消费者数量的研究。它通过提供证据证明技术提示可以减少购物焦虑,从而提高顾客从购物体验中感知到的价值,并增加在拥有嵌入式人群检查技术的商店支付的意愿,从而为零售业中的技术应用文献做出了贡献。本研究还将TMT的应用拓展到一个新的语境。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Should I stay or should I go? Benefits of crowd-checking technology for a face-to-face shopping experience
Purpose Long sales periods (i.e. Christmas time, Black Friday, etc.) and the risk of contagion while shopping (i.e. during pandemics like COVID-19) showed the extent to which crowded shopping environments have negative effects on consumers’ behavior. Hence, using terror management theory (TMT) and stimulus–organism–response (S–O–R) approach, the authors aims to develop a new model to investigate the effect of crowd-checking technology on shopping anxiety, the perceived value of shopping experience and willingness to pay. Design/methodology/approach Using a cross-sectional research design and with a help of an independent research company, the authors collected 1,000 valid responses from individuals residing in the UK. Findings Results showed that crowd-checking technology cues reduce shopping anxiety, improve value perceptions and increase willingness to pay. In addition, the efficacy of technology in reducing shopping anxiety is moderated by customers’ shopping orientation. Originality/value To the best of the authors’ knowledge, this research is the first one investigating crowd monitoring systems used at the initial stage of consumers’ journey to show the number of consumers in-store in real-time. It contributes to the literature on technology applications in retailing by providing evidence that technology cues reduce shopping anxiety, which in turn enhances customer-perceived value from the shopping experience and increases the willingness to pay in stores with embedded crowd-checker technology. The study also extends the application of TMT in a new context.
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
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.
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