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1 – 10 of 836Megan Phillips and Jessica Vredenburg
Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater …
Abstract
Purpose
Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater – comprised of purposeful and visible dynamic performance and static staging cues – on customers' approach-avoidance intentions in the retail environment. The authors explore the underlying process and show when environmental conditions such as human crowding dilute the positive effects of hygiene theater.
Design/methodology/approach
Across three experiments, participants evaluated a video or scenario related to a shopping experience in a retail store. Sequential mediation and moderated sequential mediation using PROCESS were performed.
Findings
The results show a positive and direct effect of hygiene visibility on approach responses, due to a reduction in perceived risk and increased psychological comfort. This positive effect is diluted when crowding in the retail environment is high.
Originality/value
As society adapts to a new normal, this study offers contributions to improve theoretical knowledge of the impact of hygiene theater on customer approach responses, helping retailers to develop and implement health and safety policies, better equipping them to manage similar situations going forward. The authors provide insights for academics and practitioners alike.
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Chunfeng Chen and Depeng Zhang
The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on…
Abstract
Purpose
The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on consumers, the effects of marketing-related factors remain unknown. This study aims to investigate the effects of the marketing elements of live-streaming commerce on consumers’ purchase intentions.
Design/methodology/approach
The research model is derived from the Yale model and the benefit–risk framework. To test the study hypotheses, data were collected through a questionnaire survey of 392 live-streaming shoppers and analyzed using SmartPLS.
Findings
The empirical results indicate that broadcaster competence and online crowding increase consumers’ perception of price attractiveness while reducing their perceived uncertainty. Information diagnosticity also reduces consumers’ perceived uncertainty. Furthermore, purchase intention is positively and negatively affected by perceived price attractiveness and perceived uncertainty, respectively. Finally, product scarcity moderates the relationships between broadcaster competence, online crowding, information diagnosticity, perceived price attractiveness and perceived uncertainty.
Originality/value
The study identifies the different marketing elements in live-streaming commerce and their effects on consumers’ value evaluations and purchase intentions. The findings provide comprehensive insights into the antecedents of live-streaming shopping and offer new perceptions and recommendations for practitioners.
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Discount grocery stores (DGSs) are attractive food supply chain (FSC) channels because many cost-conscious Indians use them for monthly needs. Despite capacity, DGSs must address…
Abstract
Purpose
Discount grocery stores (DGSs) are attractive food supply chain (FSC) channels because many cost-conscious Indians use them for monthly needs. Despite capacity, DGSs must address customer concerns about store crowd densities and improve their COVID-19 preparedness. The purpose of this study is to learn how retail operations strategies can improve customer experience and how stores can benefit.
Design/methodology/approach
The study looked at a case study where retail operations are run more efficiently, and the customer experience is enhanced by standardizing and customizing customer transactions. The potential benefits that customers and retailers might anticipate are then statistically verified. Next, the potential benefits were examined to determine which ones from customers’ and retailers’ views should be prioritized to increase satisfaction.
Findings
The case situation analysis in the study demonstrates how DGSs can improve their retail operations to reduce customer wait times and provide greater convenience. The study also provides practitioners with potential benefits to pursue from the perspectives of retailers, customers and both retailers and customers.
Research limitations/implications
This study requires many past transactions and can be considered an extension of the current study, so it does not capture floor space and capacity improvements.
Practical implications
This research can help FSC retailers compete with upstream supply chain partners and customers in omnichannel retailing. By improving DGS retailer capacity and customer experience, this study can benefit all FSC stakeholders.
Originality/value
Although there are numerous potential benefits that practitioners can pursue, the current study suggests that practitioners focus on those that can improve retailer and customer satisfaction.
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Astha Sanjeev Gupta, Jaydeep Mukherjee and Ruchi Garg
COVID-19 disrupted the lives of consumers across the globe, and the retail sector has been one of the hardest hits. The impact of COVID-19 on consumers' retail choice behaviour…
Abstract
Purpose
COVID-19 disrupted the lives of consumers across the globe, and the retail sector has been one of the hardest hits. The impact of COVID-19 on consumers' retail choice behaviour and retailers' responses has been studied in detail through multiple lenses. Now that the effect of COVID-19 is abating, there is a need to consolidate the learnings during the lifecycle of COVID-19 and set the agenda for research post-COVID-19.
Design/methodology/approach
Scopus database was searched to cull out academic papers published between March 2020 and June 6, 2022, using keywords; shopping behaviour, retailing, consumer behaviour, and retail channel choice along with COVID-19 (171 journals, 357 articles). Bibliometric analysis followed by selective content analysis was conducted.
Findings
COVID-19 was a black swan event that impacted consumers' psychology, leading to reversible and irreversible changes in retail consumer behaviour worldwide. Research on changes in consumer behaviour and consumption patterns has been mapped to the different stages of the COVID-19 lifecycle. Relevant research questions and potential theoretical lenses have been proposed for further studies.
Originality/value
This paper collates, classifies and organizes the extant research in retail from the onset of the COVID-19 pandemic. It identifies three retail consumption themes: short-term, long-term reversible and long-term irreversible changes. Research agenda related to the retailer and consumer behaviour is identified; for each of the three categories, facilitating the extraction of pertinent research questions for post-COVID-19 studies.
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Adham Mokhtar Mostafa Mohammed
This study aims to explore the impact of retail facilities’ (RF) characteristics on customers' spatial cognition and accessibility to products, which inherently affect the…
Abstract
Purpose
This study aims to explore the impact of retail facilities’ (RF) characteristics on customers' spatial cognition and accessibility to products, which inherently affect the facility's performance. Namely, the ratios of the facilities’ dimensions and the shelving configurations are investigated.
Design/methodology/approach
The visual attributes of RF are used as the method of assessment, relying on the principles of the Space Syntax theories; several design alternatives of RF are generated which represent different characteristics and compared using computer software (Depthmap X). The perceived variance in performance sheds light on the influence of the investigated characteristics.
Findings
The results have pointed out that dimension ratios can affect the facilities’ performance, especially with the shelving configuration considered. Furthermore, certain shelving layouts are more advantageous compared to other layouts. Other design features have been concluded, shedding light on measures for optimizing performance.
Research limitations/implications
Due to the endless number of possibilities of retail facility designs, the study has focused on simplified designs only, excluding intricate designs which can possibly offer an additional important perspective on design influences.
Practical implications
The findings benefit the RF sector by producing customer-centered designs through optimizing layouts and configurations, improving product visibility and enhancing accessibility. This potentially enhances costumers' experiences and promotes satisfaction, thus attracting more consumers and increasing sales.
Originality/value
Although the Space Syntax principles are long-established, their application to RF is novel. This is also true for the findings which can represent a guide for retail facility designs.
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Jiaji Zhu, Yushi Jiang, Xiaoxuan Wang and Suying Huang
Driven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how…
Abstract
Purpose
Driven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how conversational styles improve the interaction experience between consumers and chatbots in different social crowding environments, and the moderating role of product categories is considered.
Design/methodology/approach
Three studies are conducted to understand the influences of conversational styles, social crowding and product categories on consumer acceptance, assessed using situational experiments and questions.
Findings
In a low social crowding environment, consumers prefer chatbots with a social-oriented (vs. task-oriented) conversational style, while in a high social crowding environment, consumers prefer a task-oriented (vs. social-oriented) conversational style, and warmth and competence mediate these effects. The moderating effect of product categories is supported.
Originality/value
This study expands the application of the stereotype content model to improve the interaction experience level between consumers and chatbots in online retail. The findings can provide managerial suggestions for retailers to select a chatbot's conversational style and promote a more continuous interaction between consumers and chatbots.
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Atanu Kumar Nath, Parmita Saha and Xiang Ying Mei
Though many conceptual and empirical studies have been conducted on the servicescape, limited research has focused on how the COVID-19 pandemic has reshaped factors influencing…
Abstract
Purpose
Though many conceptual and empirical studies have been conducted on the servicescape, limited research has focused on how the COVID-19 pandemic has reshaped factors influencing the servicescape. This paper aims to propose an extension of Bitner’s original conceptualization, including pandemic-induced physical and social constraints on servicescape in the form of crowding, consumer risk perception during the crisis and their impact on consumers' and employees’ behavioral changes in retail and hospitality sectors.
Design/methodology/approach
This paper critically reviewed the past and emerging servicescape and risk literature. It then examines and delineates the concepts of crowding, density and associated risk perceptions to offer an extended servicescape framework. Alongside, scales were proposed to measure the constructs and guidelines given to conduct future empirical studies.
Findings
This paper discussed the major impact on servicescape during a pandemic situation, to what extent risk is perceived during consumption and the impact of crowding and store density on employee and customer behavioral responses.
Research limitations/implications
This paper principally contributes by explicitly including specific risk dimensions and crowding and proposes the scales to measure consumers’ understanding of pandemic-induced perceptions of risk, crowding and density within servicescapes for further empirical testing. Alongside this, the identification and concretization of different types of perceived risks under COVID-19 provide critical and useful marketing implications.
Originality/value
This study identifies relevant risk dimensions, proposes crowding as an independent construct apart from servicescape physicality and proposes relevant measures for empirical verification.
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Iris Vilnai-Yavetz, Shaked Gilboa and Vincent Mitchell
This study aims to identify the irritating aspects in the mall environment that impact shoppers with disability and explore the opportunities to design inclusive mall environments.
Abstract
Purpose
This study aims to identify the irritating aspects in the mall environment that impact shoppers with disability and explore the opportunities to design inclusive mall environments.
Design/methodology/approach
A mixed-methods design was used in which data collected using a survey (n = 1,434 shoppers with and without disability) were analyzed by structural equation modeling (SEM) and repeated-measures two-way ANOVA. In addition, qualitative data were obtained from critical incident technique (CIT) stories (n = 521) from shoppers with and without disability.
Findings
Mall environmental irritants evoke feelings of irritation that mediate the impacts of “inconvenient ambient conditions,” “the annoying socialscape” and “overwhelming design and atmospherics” on decreased mall-visit frequency. Compared with shoppers without disability, shoppers with disability suffer more from these irritating aspects of the mall environment, as evidenced by significantly greater high-activation unpleasant emotions. The “poor access and accessibility” category of irritants mainly affects the mall experiences of shoppers with disability.
Practical implications
Based on the findings, this study offers spatial-, temporal-, social-, material- and virtual-oriented recommendations for the design of inclusive retail spaces. The authors suggest that people with disability have a unique “lived experience” perspective on retail environments and that solutions should be co-created based on ongoing consultations with shoppers and employees with disability.
Originality/value
To the best of the authors’ knowledge, this study offers the first systematic, comprehensive comparison of the impact of environmental irritants on shoppers with and without disability and extends the literature on irritating aspects of retail environments from individual stores to malls.
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Davit Marikyan, Eleonora Pantano and Daniele Scarpi
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…
Abstract
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.
Propósito
Los largos periodos de rebajas (ej. Navidades, Black Friday, etc.) y el riesgo de contagio durante las compras (ej. durante pandemias como la COVID-19) mostraron hasta qué punto los entornos de compras abarrotados tienen efectos negativos en el comportamiento de los consumidores. Utilizando la Teoría de la Gestión del Terror (TMT) y el enfoque Estímulo-Organismo-Respuesta (S-O-R), desarrollamos un nuevo modelo para investigar el efecto de la tecnología de control de multitudes sobre la ansiedad en las compras, el valor percibido de la experiencia de compra y la disposición a pagar.
Metodología
Utilizando un diseño de investigación transversal y con la ayuda de una empresa de investigación independiente, recogimos 1.000 respuestas válidas de personas residentes en el Reino Unido.
Resultados
Los resultados mostraron que las señales de la tecnología de comprobación de multitudes reducen la ansiedad en las compras, mejoran la percepción del valor y aumentan la disposición a pagar. Además, la eficacia de la tecnología en la reducción de la ansiedad de compra está moderada por la orientación de compra de los clientes.
Originalidad
Esta investigación es la primera que estudia los sistemas de seguimiento de multitudes utilizados en la fase inicial del viaje de los consumidores para mostrar el número de consumidores en la tienda en tiempo real. Contribuye a la literatura sobre aplicaciones tecnológicas en el comercio minorista aportando pruebas de que las señales tecnológicas reducen la ansiedad de compra, lo que a su vez mejora el valor percibido por el cliente de la experiencia de compra y aumenta la disposición a pagar en tiendas con tecnología de control de multitudes integrada. El estudio también amplía la aplicación de la Teoría de la Gestión del Terror en un nuevo contexto.
目的
漫长的销售期(即圣诞节时间、黑色星期五等)和购物时的传染风险(即在COVID-19等大流行病期间)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, 利用恐怖管理理论(TMT)和刺激-组织-反应(S-O-R)方法, 我们建立了一个新的模型来研究人群检查技术对购物焦虑、购物体验的感知价值和支付意愿的影响。
方法
在一家独立研究公司的帮助下, 我们采用横断面研究设计, 从居住在英国的个人中收集了1000份有效的答复。
研究结果
结果显示, 人群检查技术提示减少了购物焦虑, 改善了价值认知, 并提高了支付意愿。此外, 技术在减少购物焦虑方面的功效受到顾客购物取向的调节。
原创性
这项研究是第一个调查在消费者旅程的初始阶段使用的人群监测系统, 以实时显示店内消费者的数量。它为零售业技术应用的文献做出了贡献, 提供了技术线索减少购物焦虑的证据, 这反过来又提高了顾客从购物体验中感知到的价值, 并增加了在有嵌入式人群检查器技术的商店中的支付意愿。该研究还扩展了恐怖管理理论在新环境中的应用。
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Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention…
Abstract
Purpose
Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.
Design/methodology/approach
This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.
Findings
(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.
Research limitations/implications
This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.
Practical implications
According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.
Social implications
This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.
Originality/value
This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.
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