مشخصات مقاله:
عنوان فارسی مقاله:
بررسی پیشینه ها و پیامدهای ارزش خرید درک شده از طریق فناوری خرده فروشی هوشمند
عنوان انگلیسی مقاله:
Examining the antecedents and consequences of perceived shopping value through smart retail technology
کلمات کلیدی مقاله:
فناوری خرده فروشی، نوآوری، ارزش، وفاداری، اهداف اتخاذ
مناسب برای رشته های دانشگاهی زیر:
مدیریت
مناسب برای گرایش های دانشگاهی زیر:
بازاریابی
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Abstract
Keywords
1. Introduction
2. Literature review
3. Hypotheses development
3.1. Perceived complexity of SRT
3.2. Perceived advantage of SRT
3.3. Perceived novelty of SRT
3.4. Perceived risk of using SRT
3.5. The moderating role of consumer innovativeness
3.6. Perceived shopping value through SRT, loyalty and intentions to use SRT
4. Method
5. Analysis
5.1. Measurement model results
5.2. Reliability and validity
5.3. Hypotheses testing
5.4. Indirect effects
5.5. Slope analysis
6. Discussion and implications
7. Future research directions
References
قسمتی از مقاله انگلیسی:
1. Introduction
The retail landscape is ever-changing, as systems, processes, information and communication technologies become more connected (Daunt and Harris, 2017; Dennis et al., 2014; Ferracuti et al., 2019). As a result, retail businesses are rapidly integrating technologies to remain profitable, relevant and customer-focused (Renko and Druzijanic, 2014). In response to an increasingly competitive environment, physical stores are complementing their existing business models with “smart retailing” to enhance the customer shopping experience (Roy et al., 2017; Roy et al., 2018). The concept of smart retailing emerged from the broader smart city phenomenon (Pantano and Timmermans, 2014). Essentially, the concept of “smartness” is linked to enhanced processes and efficiency from the retailers’ side, and increased satisfaction and utility from the consumers’ end. Over the past few years, traditional retail stores have incorporated several smart technology innovations into day-to-day practice. For example, self-service technologies (SSTs), radio frequency identification systems (RFIDs), interactive displays, touch screens, self-check-out functionality (Amazon Go), and informative touchpoints have been adopted to enhance customer engagement and experiences with retail stores (Pantano and Timmermans, 2014; Roy et al., 2017, 2018). Smart retail technology (SRT) resonates with the smart use of technologies for retailing purposes and further creates a smart partnership between the retailer and consumer following its adoption and enhanced real-time interactivity (Gregory, 2015; Kim et al., 2016). It is forecasted investments in SRT are anticipated to grow by 20% annually to $36 billion by 2020 (Research and Markets, 2015). Retailers, therefore, need to not only understand and identify suitable technology by way of critically examining the internal and external marketing environment but also introduce SRT at the most appropriate time. As such, retailers are constantly on the lookout for ways to employ SRT in order to offer superior shopping value to their consumers.