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