Acceptance of in-store apps: factors that influence the intention to adopt location-based retail apps – insights from Germany

PurposeDue to recent developments of indoor location-tracking technologies, brick-and-mortar retailers are now able to add location-based marketing capabilities to their existing retail apps, providing retailers with new opportunities to interact with customers inside of their stores. The aim of this study is to identify factors influencing the customers' adoption intention of location-based retail apps for stationary retailing.Design/methodology/approachBased on the technology acceptance model, a conceptual model was developed. A Web-based survey was conducted in Germany with a final sample of 501 cases. Structural equation modelling was performed to test the hypotheses.FindingsThe results confirmed the positive relationship between attitude and the customers' intention to use location-based retail apps. Perceived usefulness and perceived enjoyment promote a positive attitude toward location-based retail apps, while privacy concerns and fear of spam hinder the formation of a favorable attitude. Subjective norms have a positive effect on customers' usage intention.Practical implicationsThe results help retailers who want to establish location-based retail apps at the point of sale (e.g. in the context of omni-channel strategies).Originality/valueAs previous research about location-based apps has mainly used empirical data from either Chinese or American samples, less is known about the perception of European customers. Research indicates that existing findings might not be transferable to European countries due to differences in values, social norms or regulations. Also, the failure of Shopkick in Germany illustrates the need for more research. Based on this, using a German sample to answer the research question, this study aims to provide a European perspective on location-based retail apps, and thereby extend existing research.

The transformative and evolutionary approach of omnichannel in retail companies: insights from multi-case studies in Portugal

PurposeOmnichannel implementation in retail requires business transformation and faces several operational barriers. This research discusses how omnichannel has been implemented, in a managerial perspective, and how integration of operations has overcome the identified transformative barriers.Design/methodology/approachThe authors followed a multi-case study approach, with observation and interviews with managers of four big retail companies in Portugal.FindingsThe results suggest that retail companies have overcome the barriers to implement omnichannel models through the integration of information technology (IT), the accomplishment of organisational changes and the optimisation of customer feedback, achieving positive business indicators, namely increased sales.Research limitations/implicationsThe conclusions of the paper provide valuable information to help companies to design the process of channel's integration in order to overcome the transformative constraints of omnichannel. However, those conclusions emerge from Portuguese case studies of retail companies, and a generalised discussion should consider the contextual diversity of consumer expectations, cultural user experiences in retail and the maturity of digital transformation and omnichannel implementation stage in each country.Originality/valuePrevious studies had characterised the items of omnichannel retail, fulfilment processes, the benefits of channels' integration in customer experience, satisfaction and loyalty and had identified barriers for its implementation. Considering the existence of different stages of omnichannel implementation, this paper explores how retail companies increment omnichannel operations, overcome transformative barriers and achieve the omnichannel benefits, through the whole involvement of the organisation system, the customer approach and the business model, besides the technology integration.

The role of retailers during brand scandals: insights from a case study

PurposeThe role of retailers in influencing consumer attitude during a brand scandal is quite complex, as retailers are in direct contact with both marketers and consumers. The purpose of the exploratory research is to propose a theoretical model to capture the influences retailers exercise on consumers during brand scandals.Design/methodology/approachA qualitative approach has been adopted in the study. The study employs the grounded theory approach on the data collected by conducting in-depth interviews with 25 retailers.FindingsFour contextual conditions and six behavioral antecedents of the retailer's role in the context of the brand scandal were identified. Then, the study finds that companies tend to follow two broad approaches during a brand scandal to address retailers' queries and apprehensions. On these bases, the study proposes a six-pronged typology to better understand retailers' role in shaping consumers' brand perception.Originality/valueExisting literature has not paid adequate attention to this aspect of retailers' role in influencing consumer choices during brand scandal. To the best of the authors' knowledge, there is no prior research which investigates the role and influence of retailers in shaping consumer attitude during brand scandals. It is important to underline that the current research advocates retailers' significant role during a performance-based brand scandal. Specifically, the authors explored a health-related defective scandal of a well-known food brand. In addition, the study focuses on traditional grocery retailers, which already have special relationships with their consumers. Based on retailer perspectives, the authors' contribution is also updating the discussion of branding theory in case of scandals. The identified variables and constructs may be used for empirical investigation on the role of retailers in shaping consumer attitudes toward the scandalized brand.

How does model type influence consumer and online fashion retailing?

PurposeModel's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.Design/methodology/approachConstrual level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.FindingsCompared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.Practical implicationsThe findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.Originality/valueThis study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).

Global vs local: analysis of the consumer-brand relationships in India

PurposeThe purpose of this study is to analyze two global brands (i.e. Benetton and Tommy Hilfiger) and one Indian brand (i.e. Wills Lifestyle) in terms of general brand impression, brand specific associations and brand commitment. In addition, the study investigates how the regional differences in India and Indian consumers' affinity towards global brands influence the consumer-brand relationships.Design/methodology/approachThe research framework has been developed based on consumer-brand relationship theory. The consumer–brand relationship is an important indicator of the success of brands, especially when brands attempt to expand to other markets (Roper and Parker, 2006; Bastos and Levy, 2012). Three brand types were chosen for this study. The choice of the US global brand is Tommy Hilfiger, the European global brand is United Colors of Benetton, and the Indian domestic brand is Wills Lifestyle. The study utilized a repeated measure (split-plot) design involving more than two independent groups. A split-plot analysis of variance analyses a design in which a repeated measure (i.e. within subjects) factor is crossed with a between-subjects (i.e. treatment variable) factor.FindingsThe results confirm the importance of global brands over local brands in the Indian apparel consumer market. This study also examined how Indian consumers' affinity for global brands influences their evaluation of the global brands and the local Indian brands.Originality/valueThe study expands the literature on Indian consumer brand preferences through the investigation of three brands. The theoretical background of the study is the consumer-brand relationship theory that explains the importance of consumer–brand relationship when brands attempt to expand to other markets.

How location-based messages influence customers' store visit attitudes: an integrative model of message value

PurposeThis study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.Design/methodology/approachThe study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.FindingsThe empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.Originality/valueThe paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.

Using humanness and design aesthetics to choose the “best” type of trust: a study of mobile banking in France

PurposeThe research aims to addresses the limitations of previous literature regarding choosing the appropriate conceptualization of trust (i.e. interpersonal trust or system trust) and the role of design aesthetics in generating system trust and intention to adopt mobile banking.Design/methodology/approachThe research conducts two studies. Study 1 determines the degree of humanness in a mobile banking application. Study 2 tests the research model. A total of 261 respondents participate in Study 1 and 491 in Study 2. Statistical Package for the Social Sciences (SPSS) (study 1) and SmartPLS (PLS software) (study 2) are used to test the hypotheses.FindingsStudy 1 establishes that the mobile banking application is perceived to have low humanness. Thus, it is expected that system trust is more appropriate to use than interpersonal trust. Study 2 demonstrates that (i) system trust is more useful than interpersonal trust in the mobile banking context and (ii) design aesthetics positively influences consumer system trust and intention to adopt.Originality/valueTo the best of the authors' knowledge, the current research is the first to distinguish empirically between system trust and interpersonal trust and identify the best choice of mobile banking trust type. Specifically, the study determined the choice of system trust for mobile banking through a priori humanness measures and validated this choice by measuring both system trust and interpersonal trust, which has not been done before. In addition, retail banking should consider the influence of design aesthetics on consumer trust and incorporate elements that enhance consumers' opinions about the mobile banking application's functionality, reliability and helpfulness.

When and whom should retailers offer price reductions in times of crisis?

PurposeWith a decrease in consumer spending during the coronavirus disease 2019 (COVID-19) pandemic, many retailers are offering price reductions to stimulate demand. However, little is known about how consumers perceive such price reductions executed during turbulent times. The authors examine whether the timing of price reductions and individual differences impact consumers' evaluations of the retailers offering such reductions.Design/methodology/approachUsing a longitudinal design, the authors inquire into four retailers' motives that consumers may infer from a price decrease at two different times during the COVID-19 crisis.FindingsThe authors find that the timing of price reductions plays a key role in shaping consumers' inference of retailers' motives. The authors also uncover individual characteristics that affect consumers' inferences.Originality/valueThis research advances the literature by demonstrating the critical role of timing and individual characteristics in consumers' perceptions of price reductions during times of crisis. The authors findings also provide retailers with actionable insights for their pricing strategies. The findings may be generalizable to other types of crises that may arise in the future.

Towards an increased understanding of learning: a case study of a collaborative relationship between a retailer and a logistics service provider

PurposeThis study aims to explain how learning occurs in collaborative retailer–logistics service provider (LSP) relationships. The research is guided by two research questions, addressing absorptive and desorptive capacities and the interaction between these capacities.Design/methodology/approachThe study is based on a case study of a Swedish, collaborative retailer–LSP dyad. The empirical data are structured around five specific learning situations within the retailer–LSP dyad.FindingsThe findings provide an explanation for how learning occurs within a collaborative retailer–LSP relationship based on subprocesses of absorptive and desorptive capacities. The interaction between these processes is found to rely on two types of support: one-directional and bidirectional. The findings also indicate positive outcomes of learning, such as improved cost efficiencies in warehouse operations, better customer services and improved long-term strategic planning.Practical implicationsThis study shows how retailers and LSPs can learn from each other and together create an improved logistics system for end customers.Originality/valueThis research takes into account absorptive and desorptive capacities in a collaborative retailer–LSP relationship. This study enhances the understanding of inter-organisational learning processes in a retail logistics context.

Fresh food online shopping repurchase intention: the role of post-purchase customer experience and corporate image

PurposeThe purpose of this study is to investigate consumers' post–purchase experience when buying fresh food online. It examines the key dimensions of post–purchase online customer experience (post–purchase OCE) that impact customer satisfaction and repurchase intention. It also explores the role of corporate image as a moderator.Design/methodology/approachAn online survey was conducted in China to capture participants' post–purchase OCE, satisfaction, repurchase intention and perceived corporate image. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyse data collected from 317 Chinese fresh food online shoppers. Moderated mediation analysis was conducted to analyse the moderating effect of corporate image.FindingsFour post–purchase OCE dimensions “product-in-hand”, “customer support”, “benefits” and “packaging” significantly drive customers' repurchase intention by enhancing customer satisfaction. “Delivery” is not influential. Additionally, for firms with a good corporate image, customer repurchase intention is more easily affected by post–purchase OCE than firms with a lower level of corporate image.Practical implicationsThe findings inform fresh food e-commerce firms of the critical post–purchase OCE dimensions that mostly drive customer satisfaction and help retain customers. Furthermore, it implies that firms with a good corporate image must provide high-quality post–purchase OCE that matches the image because the consequences associated with a poor post–purchase OCE can be severe.Originality/valueThis research is among the first to investigate fresh food post–purchase OCE. It also introduces the previously underexplored moderating role of corporate image.