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

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.

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