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1 – 10 of over 1000Alfonso Valdez Cervantes and Ana Franco
Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and…
Abstract
Purpose
Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.
Design/methodology/approach
The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.
Research limitations/implications
Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.
Practical implications
The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.
Originality/value
This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.
Propósito
Las tecnologías disruptivas de ventas al por menor mejoran la productividad y la optimización de costes, pero hay una falta de literatura académica sobre los efectos de estas tecnologías en las percepciones y actitudes de los compradores. Este artículo desarrolla y prueba un modelo conceptual de los efectos de la tecnología minorista en la imagen de la tienda y las intenciones de compra y mide cómo los servicios de interacción humana moderaron las relaciones. Este artículo explora dos tecnologías comerciales relevantes para investigarlo.
Diseño/metodología/enfoque
Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electrónicas de estanterías (ESL) y el carro inteligente de la misma manera que podían usarlo en las tiendas.
Hallazgos
Los resultados indican que la tecnología de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologías de compra mejoran la percepción de la imagen de la tienda e incrementa la intención de compra moderada por los servicios de interacción humana.
Originalidad/valor
Es una contribución original porque pocos trabajos de investigación se basan en experimentos para medir las reacciones de los consumidores debido a la implementación de la nueva tecnología.
Limitaciones/implicaciones
Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.
Implicaciones prácticas
Los resultados deberían ayudar a reducir la resistencia de los minoristas a su adopción. La tecnología en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interacción humana podrían ser un puente entre los consumidores y las nuevas tecnologías.
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José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Irene Esteban-Millat and Francisco J. Martínez-López
The authors analyze the relationship between different consumer attitudinal variables and a number of variables related to consumer perception of the store and purchasing…
Abstract
Purpose
The authors analyze the relationship between different consumer attitudinal variables and a number of variables related to consumer perception of the store and purchasing behavior, in assortments composed exclusively of private labels (PLs).
Design/methodology/approach
The authors developed an experiment based on an online survey to test the hypotheses formulated. The model’s causal relationships are established using structural equations.
Findings
The image of stores that only offer their own brand is mainly configured by price consciousness and the attitude toward the private label. The private label purchase intention is strongly influenced by the store image and a favorable attitude toward the brand, and loyalty strategies should be aimed at securing a clear perception of providing real value.
Practical implications
For retailers who only offer their own brands, an assortment with price-competitive PLs is key to the strategy of differentiating them from other retailers. It is reasonable to assume that, if retailers have a favorable image, customers transfer this brand value to their PLs and trust them. Customer loyalty strategies of these retailers should be aimed at ensuring that consumers clearly perceive that their assortment provides real value and that, although it is limited in terms of number of brands, it can meet all their needs.
Originality/value
This research represents a significant contribution to brand management literature because, includes, together with loyalty to the store, its image and the PL purchase intention as consumer response variables. Another differentiating feature is the methodology used. Estimation of the structural equation model permits the simultaneous estimation of the relationships between the variables.
Objetivos
Analizamos la relación entre diferentes variables actitudinales de los consumidores y un número de variables relativas a la percepción de los consumidores con respecto al establecimiento y el comportamiento de compra, todo ello en surtidos compuestos exclusivamente por marcas de distribuidor.
Metodología
Desarrollamos un experimento online, basado en una encuesta, para testar las hipótesis planteadas. Utilizamos ecuaciones estructurales para determiner las relaciones causales del modelo.
Resultados
La imagen de los establecimientos que ofrecen exclusivamente su propia marca se configura, principalmente, por la conciencia de precio y por la actitud de los consumidores hacia la marca privada. La intención de compra de la marca de distribuidor está fuertemente influenciada por la imagen del establecimiento y por una actitud favorable hacia dicha marca, por lo que las estrategias de fidelización de clientes deberían estar orientadas a asegurar una clara percepción de proporcionar valor real a los consumidores.
Implicaciones prácticas
Para los minoristas que ofertan exclusivamente sus propias marcas, un surtido con marcas de distribuidor muy competitivas en precio es fundamental en su estrategia de diferenciación de sus competidores. Además, es razonable suponer que si los minoristas cuentan con una imagen favorable, los consumidores trasladarán este valor de marca a sus propias marcas propias y confiarán en ellas. Las estrategias de fidelización de este tipo de minoristas deberían ir enfocadas a asegurarse de que los consumidores perciben claramente el valor real que aporta su surtido y que, aunque limitado en términos de número de marcas y alternativas, les permite cubrir todas sus necesidades.
Originalidad/valor
Esta investigación supone una significativa contribución a la literatura sobre gestión de marcas al incluir, conjuntamente con la lealtad al establecimiento, su imagen y la intención de compra de la marca de distribuidor como variables respuesta del consumidor. Otro elemento diferenciador es la metodología empleada, ya que la estimación del modelo de ecuaciones estructurales permite la estimación simultánea de las relaciones entre las distintas variables.
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Marcelo Moll Brandão, Arthur França Sarcinelli, Ananda Bisi Barcelos and Luiza Postay Cordeiro
This study aims to understand customer’s assessments of neighborhood stores during the COVID-19 pandemic through the influence of in-store environmental factors on patronage…
Abstract
Purpose
This study aims to understand customer’s assessments of neighborhood stores during the COVID-19 pandemic through the influence of in-store environmental factors on patronage intention.
Design/methodology/approach
Online survey with 528 participants about the last shopping trip in neighborhood retail. The authors performed data analysis using structural equation modeling techniques.
Findings
High-perceived spatial crowding negatively influences shopping experience value perceptions, while human crowding influences patronage intentions through increased perceived hedonic value.
Research limitations/implications
Results suggest that purchase experience at well-known neighborhood stores during a sanitary crisis is becoming less convenience-oriented and a substitute for leisure activities due to social distancing.
Practical implications
The findings elucidate the social function of neighborhood convenience retailing during the COVID-19 pandemic. The results emphasize that a pleasant shopping experience arising from a good relationship with shopkeepers and other customers is more influential on patronage intention than a good product assortment and store layout.
Social implications
This paper contributes to the survival of small neighborhood businesses during the financial crisis installed due to Covid-19 by helping businesses become more attractive to their consumers and competitive in the new context.
Originality/value
The combined context of the health crisis due to COVID-19 and neighborhood retail of an emerging country raises the need for tests to better understand established marketing theories. Based on this rationale, this work intends to replicate and extend selected previous findings to the new environment dictated by the pandemic.
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Rasha H.A. Mostafa and Reham I. Elseidi
The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with…
Abstract
Purpose
The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored.
Design/methodology/approach
Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model.
Findings
With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB.
Research limitations/implications
This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results.
Practical implications
Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales.
Originality/value
This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs.
Propósito
El propósito de este trabajo es el de analizar los factores que afectan a la predisposición de los consumidores a comprar marcas de distribución. Es por ello que se examina la estructura de relaciones existentes entre la imagen de la tienda, la familiaridad con las marcas de distribución, las percepciones de calidad y riesgo así como la conciencia de precio y su posterior efecto en actitudes hacia las marcas de distribución y la predisposición de compra.
Diseño/metodología/enfoque
Se distribuyeron cuestionarios auto-administrados entre compradores de la cadena Carrefour en El Cairo, Egipto. Los datos proporcionados por 265 individuos fueron analizados con ecuaciones estructurales (AMOS) para contrastar empíricamente las relaciones planteadas en el modelo conceptual propuesto.
Resultados
Los resultados obtenidos sugieren que todos los factores actitudinales y perceptuales de los consumidores afectan directa o indirectamente a la disposición de los consumidores a adquirir marcas de distribución, excepto la percepción del riesgo.
Limitaciones/implicaciones
Este estudio se limita a las cadenas de supermercados e hipermercados que operan en Egipto, por lo que los resultados obtenidos tienen una limitada generalización fuera de este contexto.
Implicaciones practices
Los directivos de los detallistas deben centrar sus esfuerzos en ensalzar la imagen de la tienda y la familiaridad con las marcas de distribución con el propósito de influir en las percepciones de calidad y riesgo que los consumidores tienen sobre ellas con el fin último de lograr una diferenciación y un incremento de las ventas.
Originalidad/valor
Este estudio es uno de los pocos que investiga el papel que ejerce la familiaridad con las marcas de distribución en países en vías de desarrollo. Propone que la familiaridad afecta directamente a la percepción de calidad y riesgo de los consumidores e influye indirectamente en la disposición de los consumidores a comprar las marcas de distribución.
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Eluiza Alberto de Morais Watanabe, Claudio Vaz Torres and Solange Alfinito
The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at…
Abstract
Purpose
The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets.
Design/methodology/approach
In order to carry out the descriptive and quantitative research, the authors applied 443 questionnaires to consumers in two Brazilian supermarket chains. The authors used structured equation modeling for data analysis.
Findings
Customers’ satisfaction and the evaluation of store image positively affect purchase intention; however, I-C did not show any effect. The cultural dimension slightly influenced the assessment of store image by only 2 percent. Store image positively affects consumer satisfaction.
Research limitations/implications
This study used convenience sampling and omission of vertical and horizontal variations of I-C in data analyses. The authors suggested the use of probabilistic sampling and the inclusion of vertical and horizontal variations of I-C. The relationships investigated herein can still be analyzed in other contexts.
Practical implications
In order to increase satisfaction and purchase intention, it is necessary to prioritize aspects related to layout, service and products’ variety and quality. Still, managers should not worry about I-C, since it does not affect purchase intention.
Originality/value
The authors observed the relevance of the study after carrying out a literature review on the subject. There is a lack of studies that investigate the relationship between I-C, evaluation of store image, consumer satisfaction and purchase intention, either together or in the context of supermarkets.
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