Personalized Technology Services for In-store Shopping

초록

In-store personalized technology is gaining attention as it transforms consumers’ shopping patterns while supporting seamless omnichannel shopping experiences. In-store personalized technology refers to technology-enabled personalization operated with an in-store digital device (e.g., smart mirrors, assistant robots) for a seamless shopping experience in a physical store. Due to its relative novelty, much remains unknown about the role of personalized technology service (PTS) with past research mainly focusing on conceptualizations of PTS. To enhance current knowledge of PTS in retailing, this study has two purposes. The first is to identify key drivers and barriers important to PTS for in-store shopping. The second is to examine how consumers’ perceptions of the identified PTS driver and barrier factors affect integration, customer engagement, and shopping satisfaction. Two studies were conducted using a web-based survey method with US consumers who have used PTS while shopping in retail stores. In Study 1, an exploratory factor analysis (EFA) reveals five drivers (i.e., hedonic, utilitarian, self-efficacy, co-creation, and synchronicity) and three barriers (i.e., privacy concerns, interaction misfit, and lack of confidence) of PTS. In Study 2, structural equation modeling (SEM) shows overall support for the proposed model. Three drivers (hedonic value, co-creation, and synchronicity) and two barriers (interaction misfit and lack of confidence) of PTS have significant effects on integration. Moreover, integration increases customer engagement, thereby enhancing shopping satisfaction.

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