Abstract
This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic technologies focusing on their level of convenience and social presence for the consumer. Next, we offer a series of propositions based on the idea that convenience and social presence can trigger vividness by enhancing consumer involvement, imagery, and elaboration, which ultimately leads to enhanced sales. Finally, the paper then focuses on four moderating areas—consumer traits, product/service dimensions, mental models and social networks—to understand how they might impact the vividness experienced via the technology.
Highlights
We are amid a technological retail revolution
Social presence refers to the degree to which the technology causes consumers to sense that they are in the presence of others, which might result from interactions with the machine itself (Heerink et al 2010; van Doorn et al 2017), human connections supported by the technology (Zhu, Benbasat and Jiang 2010), or some technology feature that humanizes the brand (Schroll et al 2018)
It is important to note that we present the quadrants as high and low levels of convenience and social presence, each of these dimensions vary on a continuum with no definitive cut-off point
Summary
We are amid a technological retail revolution. There are an increasing number of technologies available to retailers and service providers that have the potential to enhance both their operations and the experience they can provide customers. It is important to note that we present the quadrants as high and low levels of convenience and social presence, each of these dimensions vary on a continuum with no definitive cut-off point After introducing this typology, we offer a series of propositions based on the idea that convenience and social presence have the potential to make the product experience more vivid to customers—due to enhanced consumer involvement, imagery, and/or elaboration. We outline a conceptual framework to link in-store technology infusion with desirable retailer and service provider outcomes through mechanisms that reflect vividness theory, including involvement, imagery, and elaboration This framework features four moderators that can enhance the impact of instore technology infusion on purchase intentions: consumer traits, product/service dimensions, mental models, and social networks. Decision convenience pertains to the time and effort needed to reach make-or-buy
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