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1 – 10 of over 98000Helena Van Kerrebroeck, Kim Willems and Malaika Brengman
A major factor hampering the continuing and explosive rise of e-commerce, particularly for experience goods, is the lack of tactile information that could help to reduce…
Abstract
Purpose
A major factor hampering the continuing and explosive rise of e-commerce, particularly for experience goods, is the lack of tactile information that could help to reduce uncertainty in consumer purchase decision making online. The purpose of this paper is to identify the specific touch-related properties worthwhile to enable in online retailing and the type of customer value that can be provided, as well as the drivers and barriers for consumer acceptance toward touch-enabling technologies for online shopping.
Design/methodology/approach
By means of consumer focus groups, the authors address the research questions regarding touch-related properties, their value to consumers, and the drivers and barriers for consumer acceptance by taking into consideration two specific touch-enabling technologies.
Findings
The study reveals that touch-enabling technologies can provide utilitarian and hedonic value to consumers, mainly at the pre-purchase stages in the path-to-purchase. Valuable applications conceived by consumers primarily pertain to offering information on material and geometric product properties. A hurdle for consumer adoption seems to be the necessity of a dedicated output device, such as a glove.
Research limitations/implications
Due to the early development stage of the new technologies under investigation, this study is exploratory in nature. The findings should be validated in the future, once these technologies actually get introduced for online marketing purposes.
Practical implications
This study aims to raise awareness among online retailers about marketing opportunities comprised of touch-enabling technology.
Originality/value
The authors provide a first outlook with regard to future consumer acceptance of touch-enabling technologies in online shopping and how and when such technologies can provide consumer value.
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Abhijit Roy, Marat Bakpayev, Melanie Florence Boninsegni, Smriti Kumar, Jean-Paul Peronard and Thomas Reimer
Technological progress and the advancement of the 4th Industrial Revolution (IR 4.0) are well underway. However, its influence on the transformation of core sectors from the…
Abstract
Purpose
Technological progress and the advancement of the 4th Industrial Revolution (IR 4.0) are well underway. However, its influence on the transformation of core sectors from the perspective of consumer well-being remains under-explored. Seeking to bridge this gap in the marketing and public policy literature, this study aims to propose a conceptual framework to explicate how data-driven, intelligent and connected IR 4.0 technologies are blurring traditional boundaries between digital, physical and biological domains.
Design/methodology/approach
This is a conceptual paper using primarily a literature review of the field. The authors position the work as a contribution to consumer well-being and public policy literature from the lens of increasingly important in our technology-integrated society emerging technologies.
Findings
The authors define and conceptualize technology-enabled well-being (TEW), which allows a better understanding of transformative outcomes of IR 4.0 on three essential dimensions of consumer well-being: individual, societal and environmental. Finally, the authors discuss public policy implications and outline future research directions.
Originality/value
The authors highlight specific gaps in the literature on IR 4.0. First, past studies in consumer well-being did not incorporate substantial changes that emerging IR 4.0 technologies bring, especially across increasingly blurring digital, physical and biological domains. Second, past research focused on individual technologies and individual well-being. What is unaccounted for is the potential for a synergetic, proactive effect that emerging technologies bring on the aggregate level not only to individuals but also to society and the environment. Finally, understanding the differences between responses to different outcomes of technologies has important implications for developing public policy. Synergetic, proactive effect of technologies on core sectors such as healthcare, education, financial services, manufacturing and retailing is noted.
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Hsin Hsin Chang, Ching Ying Huang, Chen Su Fu and Ming Tse Hsu
By integrating the diffusion of innovation (DOI) theory, technology acceptance model (TAM), and social capital theory, the purpose of this paper is to: develop a model of consumer…
Abstract
Purpose
By integrating the diffusion of innovation (DOI) theory, technology acceptance model (TAM), and social capital theory, the purpose of this paper is to: develop a model of consumer behavior and trial willingness toward nano-foods from product, consumer, and social perspectives; examine the effects of innovative features, consumer characteristics, and trust in authority on subjective perceptions (perceived trustworthiness and perceived benefit) as well as the social influence on attitudes toward nano-foods and trial willingness; examine the moderating role of product uncertainty on the relationship between these characteristics and subjective perceptions; and examine the effect of perceived benefit on perceived trustworthiness.
Design/methodology/approach
The results of the structural equation model (SEM), with nano-food knowledge data collected from 431 respondents, supported the research model and revealed the main effects hypothesized in this study and the moderating effect of product uncertainty. Simple slope analysis was further adopted to test the significant moderating effects.
Findings
The SEM results indicated that innovative characteristics (relative advantage, lack of observability, and novelty), consumer characteristics (perceived technology application), and social characteristics (trust in authority) affect perceived trustworthiness or perceived benefit. Social influence also has a direct effect on attitude toward nano-foods and trial willingness. Product uncertainty significantly moderates the relationship between characteristics (relative advantage and perceived technology application) and subjective perceptions (perceived trustworthiness and perceived benefit).
Research limitations/implications
With increasing numbers and kinds of nanotechnology products now being developed and sold, it is important to go further to determine consumer perceptions and attitudes toward these. This study, thus, applied the DOI, TAM, and social capital theory to examine this issue. However, other theories might also be used to carry out research from other perspectives. This study should, thus, be seen as preliminary, and it is hoped that more works will discuss consumer attitudes toward nanotechnology products in the future.
Practical implications
When a new nano-food is introduced, the current study suggests that food manufacturers use the description on the package as a communicative tool. Detailing the advantages of nano-foods on food packages might be a useful way to enhance trial willingness and to reduce the fears and insecurities related to the use of nano-related products. In addition, if food manufacturers could cooperate with organizations or individuals seen as having some authority in this area (e.g. nanotechnology researchers) in order to disseminate accurate information about nanotechnology and related food products, this might be an effective way to increase sales and profits.
Originality/value
This is the first paper integrating the DOI, the social capital theory and the TAM to empirically investigate consumer willingness to try nano-food products.
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Constantinos-Vasilios Priporas
- Explain what a smart consumer is through Generation Z views
- Understanding the nature of decision-making process with the use of smart technologies
Abstract
Learning Outcomes
Explain what a smart consumer is through Generation Z views
Understanding the nature of decision-making process with the use of smart technologies
Explain what a smart consumer is through Generation Z views
Understanding the nature of decision-making process with the use of smart technologies
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Kate Letheren, Rebekah Russell-Bennett, Rory Francis Mulcahy and Ryan McAndrew
Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer sufficient…
Abstract
Purpose
Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer sufficient explanation for how households will engage; hence, this paper aims to address an important gap by examining how households set “rules of engagement” for connected-home technologies in the context of electricity use and monitoring.
Design/methodology/approach
A review of the extant psychology, technology and engagement literature is conducted and yields two research questions for exploration. The research questions are addressed via 43 in-depth household interviews. Analysis includes thematic analysis and computerized text analysis.
Findings
The results include a typology of technology engagement (the “PIP typology”) and discuss three main roles for technology in assisting households: intern, assistant and manager. Key contributions are as follows: consumers in household settings may experience “compromised engagement” where the perceived middle option is selected even if no-one selected that option originally; households open to using connected-home technologies are often taking advantage of their ability to “delegate” engagement to technology, and because consumers humanize technology, they also expect technology to follow social roles and boundaries.
Research limitations/implications
Future research may examine the PIP typology quantitatively and/or in different contexts and would benefit from a longitudinal study to examine how household technology engagement evolves. Four research propositions are provided, which may form the basis for future research.
Practical implications
Recommendations for practitioners are presented regarding the benefits of keeping consumers at the heart of connected-home technology goods and services. Specific design principles are provided.
Originality/value
This paper fulfills the need to understand how households will engage with connected-home technologies and the roles this technology may fulfill in the complex household service system.
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Mark S. Rosenbaum, Gabby Walters, Karen L. Edwards and Claudia Fernanda Gonzalez-Arcos
This commentary puts forth a conceptual framework, referred to as the consumer, organization, government framework of unintended digital technology service failures, that…
Abstract
Purpose
This commentary puts forth a conceptual framework, referred to as the consumer, organization, government framework of unintended digital technology service failures, that specifies consumer, organizational and governmental shortcomings that result in digital technologies failing in terms of negatively affecting consumer, communal, national and/or global welfare.
Design/methodology/approach
The authors conceptualize an original framework by engaging in a literature review regarding marketplace failures associated with digital service technologies.
Findings
The framework shows that three drivers explain why commercial digital technologies often fail. The first driver highlights misuse or criminal intent from individuals. The second involves organizations failing to prevent or to address technology failures. The third pertains to failures that stem from governmental institutions.
Research limitations/implications
The authors encourage researchers to build on their framework by putting forth research questions. To prevent or lessen opportunities for digital technologies to result in service failures, the authors also offer practitioners a “digital technology service failure audit.” This audit shows how digital technology creators and managers can anticipate and address consumer, organizational and governmental factors that often cause digital service technologies failures.
Social implications
Despite the absence of industry-specific regulations and the existence of some regulatory immunities, digital technology providers have an ethical duty, and may be obligated under applicable tort law principles, to take steps to prevent unintended harm to consumers before launching their service technologies.
Originality/value
This work reveals that digital technologies represent new and different threats to vulnerable consumers, who often rely on, but do not fully understand, these technologies in their everyday living. The framework helps consumers, organizations and government agencies to identify and remedy current and potential instances of harmful digital technologies.
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Mehdi El Abed and Adrian Castro-Lopez
Digitalization is revolutionizing the retail sector as today's consumers prefer a seamlessly integrated, fluid and irritation-free shopping experience enhanced with artificial…
Abstract
Purpose
Digitalization is revolutionizing the retail sector as today's consumers prefer a seamlessly integrated, fluid and irritation-free shopping experience enhanced with artificial intelligence (AI)-powered technologies. Literature highlights gaps in the understanding of the shopping experience in an omnichannel context, involving aesthetic, cognitive and affective experience dimensions. This research highlights the direct effects and the mechanism triggered in the presence of such device.
Design/methodology/approach
A sample of 259 consumers was interviewed at the point of sale. Data have been collected after a shopping experience in two concept stores belonging to the same fashion brand: (1) not equipped with AI-powered technology and (2) equipped with these tools. The measurement scales were validated through ANCOVA analysis and causal relationship analysis with structural equation modeling.
Findings
The results show that the presence of an in-store AI-powered technologies in a connected store generates a higher aesthetic reaction when visiting the store, a higher absorption when shopping through the flow and a higher intent to purchase. The authors further investigate the underlying mechanism triggered by the presence of this technology, which enables the authors to outline their consequences regarding purchase intention.
Originality/value
The study, conducted within an actual connected store in France, explores the impact of AI technology in connected retail environments on consumer responses. It is an early research in this field, shedding light on a rarely explored area. The authors’ research addresses a significant gap, providing insights into AI-driven retail experiences.
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Hafida Boudkouss and Souad Djelassi
The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and…
Abstract
Purpose
The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and gratifications (UGT) approach and (2) to understand how these gratifications differ between different interactive technologies (interactive kiosks and self-checkouts).
Design/methodology/approach
This research presents a dual qualitative study based on 32 in-depth interviews with 20 consumers, eight salespersons and four phygital experts.
Findings
The data analysis identified three specific gratifications sought in using interactive kiosks (information-seeking, hedonic and social interaction) and two gratifications common to both interactive kiosks and self-checkouts (control and time-saving).
Originality/value
From a media perspective (UGT), this research provides a deeper understanding of gratifications sought in using interactive technologies in a phygital store. It also contributes significantly to previous research by highlighting that gratifications differ between different technology types.
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Examines consumer preferences for forthcoming technological innovations. Studies consumer response to different levels of technology over time. Looks at preferences for existing…
Abstract
Examines consumer preferences for forthcoming technological innovations. Studies consumer response to different levels of technology over time. Looks at preferences for existing and intermediate technologies when future ones are expected. Focuses on technological consumer durables that are expected to evolve over time. The primary contributions of this research are: an understanding of how consumer preferences for a technology are affected by the time of adoption; an understanding of the value to consumers of obtaining different levels of a technology, at different points in time; and the utilization of parsimonious indices to assess consumer response to different levels of technology over time. An empirical examination is conducted for high definition television (HDTV). Using survey data, the study explores consumer preferences for HDTV, and for interim television technologies. Managerial implications to aid product design, and the timing of introduction of evolving technological innovations, are also discussed.
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It is evident that while new technologies are shifting the current dynamics of the marketplace, technological innovations and Industry 4.0 are influencing the marketing activities…
Abstract
It is evident that while new technologies are shifting the current dynamics of the marketplace, technological innovations and Industry 4.0 are influencing the marketing activities along with our perceptions and expectations. The effects of globalization, digitalization, and Internet on marketing activities and consumers are indisputable. Almost every person, society, organization, and even the government has experienced some sense of transformation as a result of the increased connectivity and interaction. Discussion of the current concepts, theories, the way they are used in understanding the technology adoption behavior, and their role in the transformation of the consumers in the digital age is necessary in order to understand the aforementioned changes happening in the marketplace. It is also essential to focus on the transformation of marketing applications caused by Industry 4.0 in order to better understand the consumer expectations, reactions, and behavior. Hence, this study aims to investigate how Industry 4.0 affected and transformed marketing and consumer behavior, by examining the recent technological innovations. In this chapter, the basic concepts related to technology and innovation adoption are explained, and the relationship between marketing and Industry 4.0 is discussed. After reviewing the recent technological innovations and their relation to consumer behavior, a general discussion is given.
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