Customer behavior when experiencing smart retail technology: a conceptual framework
##plugins.themes.academic_pro.article.main##
Author
-
Le Thi Bich NgocThe University of Danang - University of Ecnonomics, Danang, VietnamNguyen Thi Bich ThuyThe University of Danang - University of Ecnonomics, Danang, VietnamNguyen Phuc NguyenThe University of Danang - University of Ecnonomics, Danang, Vietnam
Từ khóa:
Smart retail technology
Value-based adoption model
SOR model
Retail loyalty
eWOM
Tóm tắt
Due to the rapid growth of Smart Retail Technology (SRT) in the digital age, the retail industry has transformed how it engages with customers and manages daily operations. This research utilizes the Value-Based Adoption Model to investigate the mechanism that may affect to customer loyalty to retail stores and electronic Word-of-Mouth (eWOM) behavior following their experience with SRT, focusing on customers' value-oriented perspectives that may not have received adequate attention in previous studies. Based on the literature review, this study identifies five factors affecting the perceived value of a customer and, consequently, his/her loyalty behavior. It also proposes the research framework to analyze customer behavior when experiencing smart retail technology.
Tài liệu tham khảo
-
[1] Pantano and H. Timmermans, “What is Smart for Retailing?”, Procedia Environmental Sciences, Vol. 22, pp. 101-107, 2014. https://doi.org/10.1016/j.proenv.2014.11.010
[2] Y. Kim, J.Y. Lee, J.M. Mun, and K.K.P. Johnson, “Consumer adoption of smart in-store technology: assessing the predictive value of attitude versus beliefs in the technology acceptance model”, International Journal of Fashion Design, Technology and Education, Vol. 10, No. 1, pp. 23-36, 2017. https://doi.org/10.1080/17543266.2016.1177737
[3] K. Roy, M.S. Balaji, S. Sadeque, B. Nguyen, and T.C. Melewar, “Constituents and consequences of smart customer experience in retailing”, Technological Forecasting and Social Change, Vol. 124, pp. 257-270, 2017. https://doi.org/10.1016/j.techfore.2016.09.022
[4] E. Isharyani, B.M. Sopha, and M.A. Wibisono, “Conceptual Model of Consumers Purchase Intention towards Smart Retail: A Literature Review”, in Proceedings of the 2020 International Conference on Engineering and Information Technology for Sustainable Industry, September 2020, Article No. 22, pp. 1–6. https://doi.org/10.1145/3429789.3429812
[5] Jabareen, “Building a Conceptual Framework: Philosophy, Definitions, and Procedure”, International Journal of Qualitative Methods, Vol. 8, No. 4, pp. 49–62, 2009. https://doi.org/10.1177/160940690900800406
[6] P. Nguyen, “Employee innovativeness: A conceptual framework”, The University of Danang - Journal of Science and Technology, Vol. 19, No. 6, pp. 48-53, 2021. https://doi.org/10.31130/jst-ud2021-445
[7] Adapa, S.M. Fazal-e-Hasan, S.B. Makam, M.M. Azeem, and G. Mortimer, “Examining the antecedents and consequences of perceived shopping value through smart retail technology”, Journal of Retailing and Consumer Services, Vol. 52, 101901, 2020. https://doi.org/10.1016/j.jretconser.2019.101901
[8] V. Wuenderlich, K. Heinonen, A.L. Ostrom, L. Patricio, R. Sousa, C. Voss, and J.G.A.M. Lemmink, “‘Futurizing’ smart service: implications for service researchers and managers”, Journal of Services Marketing, Vol. 29, Issue 6-7, pp. 442-447, 2015. https://doi.org/10.1108/JSM-01-2015-0040.
[9] Willems, A. Smolders, M. Brengman, K. Luyten, and J. Schöning, “The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies”, Technological Forecasting and Social Change, Vol. 124, pp. 228-242, 2017. https://doi.org/10.1016/j.techfore.2016.10.066
[10] K. Roy, M.S. Balaji, A. Quazi, and M. Quaddus, “Predictors of customer acceptance of and resistance to smart technologies in the retail sector”, Journal of Retailing and Consumer Services, Vol. 42, pp. 147-160, 2018. https://doi.org/10.1016/j.jretconser.2018.02.005
[11] W. Kim, H.C. Chan, and S. Gupta, “Value-based Adoption of Mobile Internet: An empirical investigation”, Decision Support Systems, Vol. 43, No. 1, pp. 111-126, 2007. https://doi.org/10.1016/j.dss.2005.05.009
[12] A. Zeithaml, “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol. 52, No. 3, pp. 2-12, 1988. https://doi.org/10.1177/002224298805200302
[13] Vishwakarma, S. Mukherjee, and B. Datta, “Travelers’ intention to adopt virtual reality: A consumer value perspective”, Journal of Destination Marketing & Management, Vol. 17, 100456, 2020. https://doi.org/10.1016/j.jdmm.2020.100456
[14] Gupta and H.W. Kim, “Value-driven internet shopping: The mental accounting theory perspective”, Psychology & Marketing, Vol. 27, No. 1, pp. 13-35, 2010. https://doi.org/10.1002/mar.20317
[15] Chung and C. Koo, “The use of social media in travel information search”, Telematics and Informatics, Vol. 32, No. 2, pp. 215-229, 2015. https://doi.org/10.1016/j.tele.2014.08.005
[16] H. Kim, J.H. Bae, and H.M. Jeon, “Continuous intention on accommodation apps: Integrated value-based adoption and expectation-confirmation model analysis”, Sustainability, Vol. 11, No. 6, 1578, 2019. https://doi.org/10.3390/su11061578
[17] Yang, J. Yu, H. Zo, and M. Choi, “User acceptance of wearable devices: An extended perspective of perceived value”, Telematics and Informatics, Vol. 33, No. 2, pp. 256-296, 2016. https://doi.org/10.1016/j.tele.2015.08.007
[18] Kim, Y. Park, and J. Choi, “A study on the adoption of IoT smart home service: using Value-based Adoption Model”, Total Quality Management and Business Excellence, Vol. 28, No. 9–10, pp. 1149-1165, 2017. https://doi.org/10.1080/14783363.2017.1310708
[19] C. Chen, K.L. Hsiao, and S.J. Wu, “Purchase intention in social commerce: An empirical examination of perceived value and social awareness”, Library Hi Tech, Vol. 36, No. 4, pp. 583-604, 2018. https://doi.org/10.1108/LHT-01-2018-0007
[20] Sohn and O. Kwon, “Technology acceptance theories and factors influencing artificial Intelligence-based intelligent products”, Telematics and Informatics, Vol. 47, 101324, 2020. https://doi.org/10.1016/j.tele.2019.101324
[21] Roostika, “Mobile internet acceptance among university students: A value-based adoption model”, International Journal of Research in Management & Technology, Vol. 2, No. 1, pp. 21-28, 2012.
[22] C. Chen and J.Y. Yao, “What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model”, Telematics and Informatics, Vol. 35, No. 5, pp. 1249-1262, 2018. https://doi.org/10.1016/j.tele.2018.02.007
[23] Mehrabian and J.A. Russell, An approach to environmental psychology. The MIT Press, 1974.
[24] Jacoby, “Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior”, Journal of Consumer Psychology, Vol. 12, No. 1, pp. 51-578, 2002. https://doi.org/10.1207/S15327663JCP1201_05
[25] A. Moon, M.J. Khalid, H.M. Awan, S. Attiq, H. Rasool, and M. Kiran, “Consumer’s perceptions of website’s utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach”, Spanish Journal of Marketing - ESIC, Vol. 21, No. 2, pp. 73-78, 2017. https://doi.org/10.1016/j.sjme.2017.07.001
[26] Mollen and H. Wilson, “Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives”, Journal of Business Research, Vol. 63, no. 9–10, pp. 919-925, 2010. https://doi.org/10.1016/j.jbusres.2009.05.014
[27] Rose, M. Clark, P. Samouel, and N. Hair, “Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes”, Journal of Retailing, Vol. 88, No. 2, pp. 308-322, 2012. https://doi.org/10.1016/j.jretai.2012.03.001
[28] Cao and J. Sun, “Exploring the effect of overload on the discontinuous intention of social media users: An S-O-R perspective”, Computers in Human Behavior, Vol. 81, pp. 10-18, 2018. https://doi.org/10.1016/j.chb.2017.11.035
[29] Sohaib and K. Kang, “Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model”, International Journal of Electronic Business, Vol. 12, No. 2, pp. 142-161, 2015. https://doi.org/10.1504/IJEB.2015.069104
[30] D. Wells, D.E. Campbell, J.S. Valacich, and M. Featherman, “The Effect of Perceived Novelty on the Adoption of Information Technology Innovations: A Risk/Reward Perspective”, Decision Sciences, Vol. 41, No. 4, pp. 813-843, 2010. https://doi.org/10.1111/j.1540-5915.2010.00292.x
[31] M. Fazal-e-Hasan, A. Amrollahi, G. Mortimer, S. Adapa, and M.S. Balaji, “A multi-method approach to examining consumer intentions to use smart retail technology”, Computers in Human Behavior, Vol. 117, 106622, 2021. https://doi.org/10.1016/j.chb.2020.106622
[32] V. Huy, F. Rowe, D. Truex, and M.Q. Huynh, “An empirical study of determinants of E-Commerce adoption in SMEs in Vietnam: An Economy in Transition”, Journal of Global Information Management, Vol. 20, No. 3, pp. 23-54, 2012. https://doi.org/10.4018/jgim.2012070102
[33] N. Rawash, “E-commerce Adopting TOE Model by SMEs in Jordan”, Multicultural Education, Vol. 7, No. 3, pp. 118-123, 2021. https://doi.org/10.5281/zenodo.4598098
[34] Setiyani and Y. Rostiani, “Analysis of E-Commerce Adoption by SMEs Using the Technology - Organization - Environment (TOE) Model: A Case Study in Karawang, Indonesia”, International Journal of Science, Technology & Management, Vol. 2, No. 4, pp. 1113-1132, 2021. https://doi.org/10.46729/ijstm.v2i4.246
[35] D. Davis, R.P. Bagozzi, and P.R. Warshaw, “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace”, Journal of Applied Social Psychology, Vol. 22, No. 14, pp. 1111-1132, 1992. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
[36] S. Lin, S. Wu, and R.J. Tsai, “Integrating perceived playfulness into expectation-confirmation model for web portal context”, Information and Management, Vol. 42, No. 5, pp. 683-693, 2005. https://doi.org/10.1016/j.im.2004.04.003
[37] V. Chen, Q.A. Ha, and M.T. Vu, “The Influences of Virtual Reality Shopping Characteristics on Consumers’ Impulse Buying Behavior”, International Journal of Human-Computer Interaction, Vol. 39, No. 17, pp. 3473-3491, 2022. https://doi.org/10.1080/10447318.2022.2098566
[38] P.G. Lacap, M.N. Plaza, J. Caballero, and M. dela Cruz, "Factors affecting consumer attitude and loyalty: evidence from a Philippine chain of fast-food restaurants’ smart retailing technology", Journal of Science and Technology Policy Management, vol. ahead-of-print no. ahead-of-print, 2023. https://doi.org/10.1108/JSTPM-09-2022-0159
[39] Chwelos, I. Benbasat, and A.S. Dexter, “Research Report: Empirical Test of an EDI Adoption Model”, Information Systems Research, vol. 12, no. 3, pp. 304-321, 2001. https://doi.org/10.1287/isre.12.3.304.9708
[40] Adapa, S.M. Fazal-e-Hasan, S.B. Makam, M.M. Azeem, and G. Mortimer, “Examining the antecedents and consequences of perceived shopping value through smart retail technology”, Journal of Retailing and Consumer Services, Vol. 52, 101901, 2020. https://doi.org/10.1016/j.jretconser.2019.101901
[41] Ben Arfi, I. Ben Nasr, T. Khvatova, and Y. Ben Zaied, “Understanding acceptance of eHealthcare by IoT natives and IoT immigrants: An integrated model of UTAUT, perceived risk, and financial cost”, Technological Forecasting and Social Change, Vol. 163, 120437, 2021. https://doi.org/10.1016/j.techfore.2020.120437
[42] Zhang and X. Yu, “The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior”, Frontiers in Psychology, Vol. 11, 592246, 2020. https://doi.org/10.3389/fpsyg.2020.592246.
[43] T. Le, S. Rao Hill, and I.N. Troshani, “Perceived Control and Perceived Risk in Self-service Technology Recovery”, Journal of Computer Information Systems, Vol. 62, No. 1, pp. 164-173, 2022. https://doi.org/10.1080/08874417.2020.1756533
[44] Evanschitzky, G.R. Iyer, H. Plassmann, J. Niessing, and H. Meffert, “The relative strength of affective commitment in securing loyalty in service relationships”, Journal of Business Research, Vol. 59, No. 12, pp. 1207-1213, 2006. https://doi.org/10.1016/j.jbusres.2006.08.005
[45] T. Bowen and S.L. Chen, “The relationship between customer loyalty and customer satisfaction”, International Journal of Contemporary Hospitality Management, Vol. 13, No. 5, pp. 213-217, 2001. https://doi.org/10.1108/09596110110395893
[46] Jacoby and R.W. Chestnut, Brand loyalty: Measurement and management. New York: John Wiley & Sons, 1978.
[47] S. Ehrenberg, Repeat Buying Facts, Theory and Applications. Oxford University Press: New York, 1988.
[48] F. Kuo, C.M. Wu, and W.J. Deng, “The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services”, Computers in Human Behavior, Vol. 25, No. 4, pp. 887-896, 2009. https://doi.org/10.1016/j.chb.2009.03.003
[49] Yieh, Y.C. Chiao, and Y.K. Chiu, “Understanding the antecedents to customer loyalty by applying structural equation modeling”, Total Quality Management and Business Excellence, Vol. 18, No. 3, pp. 267-280, 2007. https://doi.org/10.1080/14783360601152400
[50] Q. Ngo, T.H. Nguyen, and G.D. Kang, “The effect of perceived value on customer engagement with the moderating role of brand image: A study case in vietnamese restaurants”, International Journal of Innovative Technology and Exploring Engineering, Vol. 8, No. 7C2, pp. 451-461, 2019.
[51] T. Cuong and B.H. Khoi, “The effect of brand image and perceived value on satisfaction and loyalty at convenience stores in Vietnam”, Journal of Advanced Research in Dynamical and Control Systems, Vol. 11, No. 8, pp. 1446-1454, 2019.
[52] Hennig-Thurau, K.P. Gwinner, G. Walsh, and D.D. Gremler, “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?”, Journal of Interactive Marketing, Vol. 18, No. 1, pp. 38-52, 2004. https://doi.org/10.1002/dir.10073
[53] Shaw and K. Sergueeva, “The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value”, International Journal of Information Management, Vol. 45, pp. 44-55, 2019. https://doi.org/10.1016/j.ijinfomgt.2018.10.024
[54] S. Wang, T.H. Tseng, W.T. Wang, Y.W. Shih, and P.Y. Chan, “Developing and validating a mobile catering app success model”, International Journal of Hospitality Management, Vol. 77, pp. 19-30, 2019. https://doi.org/10.1016/j.ijhm.2018.06.002
[55] Zhong and H.C. Moon, “Investigating Customer Behavior of Using Contactless Payment in China: A Comparative Study of Facial Recognition Payment and Mobile QR-Code Payment”, Sustainability, Vol. 14, No. 12, 7150, 2022. https://doi.org/10.3390/su14127150
[56] W. Gruen, T. Osmonbekov, and A.J. Czaplewski, “eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty”, Journal of Business Research, Vol. 59, No. 4, pp. 449-456, 2006. https://doi.org/10.1016/j.jbusres.2005.10.004
[57] A. de Matos and C.A.V. Rossi, “Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators”, Journal of the Academy of Marketing Science, Vol. 36, No. 4, pp. 578-596, 2008. https://doi.org/10.1007/s11747-008-0121-1.
Xem thêm
Ẩn bớt
##plugins.themes.academic_pro.article.sidebar##
Đã Xuất bản
Dec 31, 2023
Download
Cách trích dẫn
Ngoc, L. T. B., N. T. B. Thuy, và Nguyen Phuc Nguyen. “Customer Behavior When Experiencing Smart Retail Technology: A Conceptual Framework”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 21, số p.h 12.2, Tháng Chạp 2023, tr 12-17, doi:10.31130/ud-jst.2023.536E.
