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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.

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.

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.

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.

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.

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.

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.

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.

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。

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。

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。

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。

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

This study aims to, first, propose a valid and reliable scale to document the COVID-19 Pandemic Shopping Experience (CPSE) and, second, determine the impact of its variables on the postpurchase shopping experience (PPSE).

For scale development, published studies were scanned and the variables were shortlisted. These shortlisted variables were validated by 52 faculties from four universities in Saudi Arabia. Data were collected from 318 respondents to purify the CPSE Scale. In Study 2, a path analysis was performed on a sample of 354 respondents to determine the individual impact of each variable on PPSE.

A total of 14 items were found to be aligned under four variables, social distance (SD), shop hygiene, operational time and entertainment venues. SD was found to have the greatest influence on PPSE, followed by operational time and shop hygiene.

This research has important implications for retailers to initiate changes in store layout so that they can implement social distancing by physically marking stickers on the floors and by placing barricading on billing counters. Store hygiene can be ensured by making sanitizers and hand gloves available at the entry points, periodically cleaning the floor and sanitizing the premises. Rationing the operating time proved to be an effective tool to minimize the exposure time, thereby limiting consumers' time inside the store.

To the best of the authors’ knowledge, this is the first study to propose a full-scale measure of the customer shopping experience (SE) during a pandemic. This scale can be generalized to measure SE in similar situations.

This paper aims to understand Chinese tourists’ changing shopping experience in Macao. In scrutinizing reviews posted in the pre-COVID and during COVID eras, the study has identified changing patterns in Chinese tourists’ shopping experiences, including increased leisure components while shopping, decreased luxury pursuits and an improved overall leisure and shopping experience because of decreased prices in accommodation and a less crowded retail and leisure environment. An emergent opportunity to provide “retail-tainment” experience is discussed.

The world over is becoming urbanized, and people are migrating to cities in large numbers in search of opportunities. The increased urbanization has posed challenges such as congestion, rising crime, and growing urban poverty. The governments respond by providing amenities such as schools, hospitals, and housing to meet to increase in demand for these facilities. However, there is a need for the provision of facilities that meets the expectations of the people, particularly on the proximity of amenities and bundles of utility-bearing housing characteristics. In an attempt to address the challenge mentioned, the study estimated the hedonic characteristics influencing the willingness to accept and willingness to pay for housing facilities in the Eastern Cape Province, South Africa. Using a multiple linear regression model and artificial neural network, the study found out that properties with a bathroom, garage and large floor size have a higher value compared to properties without these facilities.When making decisions to acquire a property, buyers consider the availability of discounts and the prevailing property price. Overall, willingness to pay and accept decisions are mainly determined by location and the price at which homogeneous neighborhood properties were sold. Therefore, the study recommends that urban town planners and other housing authorities prioritize the construction of properties with larger floor areas, parking bays, and bathrooms using a cost-effective mechanism that makes the properties affordable to residents.

An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.

The authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.

The paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.

Rather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.

Online travel agencies (OTAs) have an important role to play in reactivating tourism activity following a health crisis by providing information about the health conditions of tourist destinations. Once developed, it is necessary to analyze the effectiveness of the information provided and ascertain whether the provision of such information effects the understanding of the value of using OTAs and, in turn, the intention to do so.

This paper, based on an empirical case study conducted during the COVID-19 pandemic, examines whether following a health crisis, the quality of information provided by OTAs on the health conditions of tourist destinations and the perceived value of their offer generate a greater OTA services reuse intention, and signals, therefore, a return to travel.

The results show the quality of the information positively influences the perceived value, but not the OTA services reuse intention. Rather, the perceived value positively influences the OTA services reuse intention.

Overall, it can be suggested that providing quality health information for a destination is a necessary strategy because it contributes to increasing the perceived value of OTAs. To incentivize the intention for repeated use of OTA services, it is necessary to consider the perceived value that influences the intention to make repeat OTA reservations.

This research offers a novel perspective about the OTAs’ contribution to the recovery of the activity of the tourism industry after a health crisis. This contributes to achieving a more resilient sector in the face of future health crises.

Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.

The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.

Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.

Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.

This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.

Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.

Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.

Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.

Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.

El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.

A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.

本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。

数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。

结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。

考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。

本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。

尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping.

By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context.

The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use.

Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context.

This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.

The pandemic impacted consumers' shopping processes, leading them to approach the online channel for grocery shopping for the first time. The paper contributes to the retailing literature by identifying different grocery shopper segments willing to switch online moved by heterogeneous motivations. Integrating the technology acceptance model 2 (TAM-2) and the protection motivation theory (PMT), this study identifies technology-related and Covid-related motivations jointly impacting channel switching.

A mixture regression model was estimated on the 370 valid questionnaires, filled out by Italian shoppers, delivering four internally consistent segments.

The results reveal the existence of four segments willing to switch towards the online channel for grocery shopping in the aftermath of the pandemic. Utilitarian shoppers would switch online as they consider the online channel useful and easy to use. Responsive shoppers will prefer the online channel driven by the fear of being infected in-store. Novel enthusiasts show interest in the online channel to not catch the virus and cope with emotional fear, although they consider online shopping as an enjoyable and useful activity as well. Smart shoppers consider online shopping as an easy-to-use alternative for their grocery purchases.

This paper identifies technology-related and Covid-related motivations jointly impacting shoppers' channel switching to online and presents a novel method – i.e. mixture regression – allowing for the identification of shopper segments motivated by different reasons, both emotional and utilitarian, to switch towards the online channel for their grocery shopping. Among other motivations, the fear of Covid-19 is identified as a relevant motivation to switch to online.