How COVID-19 Could Accelerate the Adoption of New Retail Technologies and Enhance the (E-)Servicescape

Willems, Kim; Verhulst, Nanouk; Brengman, Malaika

doi:10.1007/978-981-33-4134-0_6

Cited by 19 publications

(21 citation statements)

References 105 publications

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“…However, it must be observed that the study data were collected in the midst of the COVID-19 pandemic, during which a notable number of customers have perceived in-store shopping as vector of infection and took corresponding precautions that might disrupt or mitigate Autotelic NFT (e.g., disinfecting their hands; Szymkowiak et al, 2021 ). Additionally, customers’ product-touching habits themselves have changed ( Willems et al, 2021 ). Hence, we believe that customers’ fear of contracting COVID-19 might have resulted in lower levels of Autotelic NFT, and possibly also lower levels of Instrumental NFT.…”

Section: Discussionmentioning

confidence: 99%

“… 1 This study was preregistered ( https://osf.io/b4ejm ). Due to current events, namely, the possible impact of the COVID-19 pandemic on customers’ spending behavior ( Di Crosta et al, 2021 ) and touch preferences ( Willems et al, 2021 ), the current study deviates from the preregistration (e.g., in the present work we do not specifically test the relationships between the Big Five traits and Autotelic and Instrumental NFT). However, all preregistered variables are included in the manuscript, and the corresponding zero-order bivariate correlations mentioned in the preregistration can be found in Table 2 .…”

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confidence: 97%

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Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

et al. 2022

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Nowadays, customers can utilize both online and in-store retail channels. Consequently, it is crucial for retailers to understand the possible drivers of retail channel selection, including customers’ personalities, degrees of trust, and product touch preferences. Unfortunately, current omnichannel research only scarcely addresses the effects of personality, trust, and desire to touch a product before purchasing it on willingness to purchase and how those effects vary between online and in-store shopping. Thus, we conducted an exploratory study. Our analysis of survey data (N = 1,208)—which controls for respondents’ age, gender, and education—reveals that across both the willingness to purchase in-store and online, a higher level of e-vendor trust is a significant, positive predictor. However, we also identify several channel-related differences, including that Trust Propensity, as well as the Big Five traits of Extraversion, Agreeableness, and Conscientiousness are significantly positively related to in-store, but not online, purchase willingness. We also find that Instrumental Need for Touch (defined as goal-motivated touch of a product) is positively related to in-store, but negatively related to online, purchase willingness. Finally, we highlight opportunities for future research and discuss how retail managers might enhance customer experiences in their physical and online stores.

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Section: Discussionmentioning

confidence: 99%

mentioning

confidence: 97%

Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

et al. 2022

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“…Additional Examination of Purchase Channels. Our review shows that online shopping intentions have been extensively researched while new, emerging technologies such as virtual reality, augmented reality, and social commerce-but also traditional in-store shopping environments-are still under-researched Moreover, the COVID-19 pandemic has created a "new normal" with changes in customers' shopping behaviors (e.g., staying away from crowded spaces [80] or changing touch habits in stores to minimize the risk of getting infected [80,81]). As an example, people prefer to use e-wallets over cash [80].…”

Section: Research Agenda and Managerial Implications 41 Research Agendamentioning

confidence: 99%

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

Hermes

Riedl

2021

JTAER

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Consumers can choose to buy products through various retail channels (e.g., online or in-store), resulting in a need for retailers to provide a well-integrated shopping experience. However, individual factors, such as a customer’s personality, can influence how a channel is perceived and, as such, can alter their subsequent behavior. Thus, it is critical for retailers to better understand personality-related influences and how these can affect a customer’s purchase channel decision. Against this background, the purpose of this structured review is to analyze the extant literature on the influences of personality traits on purchasing channel decisions. After extensive initial screening, 24 papers published in 2003–2021 were included in the analysis and synthesis phase of this literature review. The results show how personality traits (including Big Five factors and more fine-grained factors like playfulness) influence the choice of retail purchasing channels. Among other results, we find that online shopping intentions have been studied most as an outcome variable and that, in contrast to people high in openness to experience, people high in agreeableness are less likely to shop online. While we synthesize findings in the domains of mobile commerce, social commerce, mall shopping, and augmented and virtual reality as well, little research has compared the effects of personality traits on multiple channels. Based on our findings, we discuss managerial implications as well as directions for future research which are described in the form of a research agenda.

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“…Consumers are now more inclined to routinely work and shop remotely, but the level of adoption of different users varies, spurring marketers to try to improve the adoption of online platforms (Kirk and Rifkin, 2020); however, this can also create more opportunities for marketers to use advanced marketing techniques by deploying interactive technologies to Understanding the accessibility of retail MB improve the accessibility of the technology through addressing consumer accessibility constraints (Caboni and Hagberg, 2019;Nabity-Grover et al, 2020). The use of augmented reality (AR) apps in different industries and mobile banking has significantly increased during the pandemic as people are restricted to their homes and have had to adopt these online apps to maintain social distancing (Hassounah et al, 2020;Willems et al, 2021). The use of mobile apps for shopping and banking have become habits for many consumers, and though there are some accessibility issues with these apps, the COVID-19 pandemic continues to compel societies to use technologies that limit exposure to possible infection (Hassounah et al, 2020;Willems et al, 2021).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Understanding the accessibility of retail mobile banking during the COVID-19 pandemic

Naeem

Ozuem

Ward

2022

IJRDM

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PurposeThis study offers an understanding of vulnerable populations' experiences of actual use of mobile banking and their expectations of mobile banking (MB).Design/methodology/approachData were generated from MB customers and bankers using online reviews, focus groups and semi-structured interviews, as a mix of methods and sources can provide rich and in-depth understanding.FindingsThe affordance of MB for vulnerable populations is explained in four concepts: meaning, material, competency and usability. Recommendations that could further engage and improve the service quality of MB apps for vulnerable populations include customization and personalization of services, access to the digital health data of members of vulnerable populations, audio-based option selection and touchscreen options, and enhancement of service and performance standards.Research limitations/implicationsIt is suggested that retail bankers should improve the service quality and performance of their MB apps by considering the recommendations drawn from vulnerable people's experiences. This study discusses implications for retailers.Originality/valueThis study applied social practice theory and affordance of technology theory to understand how those in vulnerable populations experienced MB apps; the results could be used to improve the accessibility, performance and service quality of MB apps.

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How COVID-19 Could Accelerate the Adoption of New Retail Technologies and Enhance the (E-)Servicescape

Cited by 19 publications

References 105 publications

Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

Understanding the accessibility of retail mobile banking during the COVID-19 pandemic

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