The Effects of Consumers’ In-Store Technology Experience on Perceived Interactivity, Retail Brand Commitment, and Revisit Intention in a Korean Beauty Store

Abstract

ABSTRACT This study investigated the effects of consumers’ in-store technology experience on perceived interactivity, retail brand commitment, and revisit intention in a Korean flagship beauty store using the stimulus-organism-response model. Based on the literature review, a research framework including 10 hypotheses was developed. For data collection, a field study was conducted on pre-recruited consumers who experienced two types of in-store technology (i.e., skin imaging technology, smart vending machine technology) and answered questions. A total of 164 answers were analyzed applying confirmatory factor analysis and structural equation modeling. As all 10 hypotheses were statistically supported, this study confirmed that consumers’ in-store technology experience intensifies their perceived interactivity and retail brand commitment. In addition, perceived interactivity and retail brand commitment mediated the indirect and positive effects of in-store technology experience on revisit intention. This study is significant in that it identifies the positive effects of in-store technology experience on the perceptions and responses of consumers in physical stores and provides theoretical and managerial implications regarding in-store technology experience.