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

Tibert Verhagen (Centre for Market Insights, Amsterdam University of Applied Sciences, Amsterdam, The Netherlands)
Selmar Meents (Centre for Market Insights, Amsterdam University of Applied Sciences, Amsterdam, The Netherlands)
Jani Merikivi (Information and Communication Technologies, Grenoble École de Management, Grenoble, France)
Anne Moes (Cross Media Research Group, Amsterdam University of Applied Sciences, Amsterdam, The Netherlands)
Jesse Weltevreden (Centre for Market Insights, Amsterdam University of Applied Sciences, Amsterdam, The Netherlands)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 16 December 2021

Issue publication date: 15 June 2022

212

Abstract

Purpose

This 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/approach

The 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.

Findings

The 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/value

The 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.

Keywords

Acknowledgements

Funding: The study was funded by Regieorgaan Praktijkgericht Onderzoek SIA (part of the Netherlands Organization for Scientific Research [NWO]) (Award Number: KIEM.CRE01.015).

Citation

Verhagen, T., Meents, S., Merikivi, J., Moes, A. and Weltevreden, J. (2022), "How location-based messages influence customers' store visit attitudes: an integrative model of message value", International Journal of Retail & Distribution Management, Vol. 50 No. 7, pp. 781-798. https://doi.org/10.1108/IJRDM-09-2020-0364

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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