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.
Highlights
The retail sector is the most dynamic sector and difficult, complex and demanding – with vast opportunities – for which a clear strategy and positioning can help firms sustain their competitive advantage based on consumer preferences (Renko and Druzijanic, 2014)
Our research investigates Electronic Shelf Labels (ESL), which include quick response (QR) codes, and Smart Carts operated through radio frequency identification (RFID) technology
To examine H7, we focused on the conditional indirect effect of the interaction between in-store technology and human interaction services (HIS) on the purchase intention through store image
Summary
Resumen Proposito – Las tecnologías disruptivas de ventas al por menor mejoran la productividad y la optimizacion 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 como los servicios de interaccion humana moderaron las relaciones. Este artículo explora dos tecnologías comerciales relevantes para investigarlo. Published in Spanish Journal of Marketing - ESIC. The authors are grateful for the comments of three anonymous reviewers, the editor Carlos Flavian, who handled the review process, and Irene M Henriques (The Schulich School of Business, York University) for useful discussion and suggestions
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