The Effects of Consumers’ In-Store Technology Experience on Perceived Interactivity, Retail Brand Commitment, and Revisit Intention in a Korean Beauty Store

Lee, Ji-Yeon; Lee, Yuri; Kim, Sunwoo

doi:10.1080/10447318.2020.1834730

Cited by 13 publications

(4 citation statements)

References 66 publications

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“…These online purchases account for 6.27% of the Korean gross domestic product ($1.53tn) (Export.Gov, 2019). Innovative technologies, such as augmented reality (AR) for shopping, have grown in popularity (Chung et al, 2018;Lee et al, 2021). Furthermore, Korean cosmetics sales have increased over the past decade because of quality, domestic and international purchasing power and effective advertising campaigns (Asgari and Hosseini, 2015;Shalehah et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

WOW, the make-up AR app is impressive: a comparative study between China and South Korea

Butt

Ahmad

Muzaffar

et al. 2021

JSM

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Purpose Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as augmented reality (AR). AR apps enable beauty companies to create and design more immersive experience services. This study aims to highlight consumers’ perspectives on their continued desire to use AR app services. Design/methodology/approach A comparative study between China and South Korea was conducted with sample sizes of 458 and 315, respectively. Smart PLS was used for analysis. Findings The findings suggest that AR apps influence innovative consumers in China and South Korea to be satisfied with and continue to use such services. Previous research on technology acceptance model, information system success, AR and artificial intelligence (AI)-context-specific variables supported the findings. Practical implications This study contributes to the development of AR apps for beauty brands, as such technology revolutionizes how beauty brands work and grow. As a result, AR apps can pave the way for brands to provide an immersive experience to their customers. Originality/value The current study contributes to AR and AI drivers in the context of beauty brands by using novel technologies such as AR. AR integration with AI-context-specific variables indicates that consumers in China and South Korea are innovative and accept such technologies when purchasing beauty products online.

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Section: Introductionmentioning

confidence: 99%

WOW, the make-up AR app is impressive: a comparative study between China and South Korea

Butt

Ahmad

Muzaffar

et al. 2021

JSM

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“…The "flow" concept introduced by Novak and Hoffman (1997) and adapted from Csikszentmihalyi and Csikszentmihalyi (1990) has been most widely used to measure consumers' cognitive experiences in this field. A flow state can arise during humancomputer interactions (Lee et al, 2021) when users are totally immersed in an online activity and forget the environment around them. Literature shows that the level of this state is determined by the level of interactivity, telepresence and the user's skills.…”

Section: Cognitive Experiencementioning

confidence: 99%

“…According to environmental psychology approaches (Mehrabian and Russel, 1974;Horng and Hsu, 2021), it appears that a congruent shopping atmosphere could encourage consumers to spend more time in the point-of-sale and favor the development of positive emotions. The flow concept is a very feasible variable given the experiential elements present in physical stores (Lee et al, 2021). In fact, Lazaris et al (2021) have shown that omnichannel retail design offers a fertile ground for generating flow experiences within physical stores, thereby calling for further investigation in this direction.…”

Section: Relationship Between Aesthetic and Cognitive Experiencementioning

confidence: 99%

The impact of AI-powered technologies on aesthetic, cognitive and affective experience dimensions: a connected store experiment

El Abed,

Castro-Lopez

2023

APJML

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PurposeDigitalization is revolutionizing the retail sector as today's consumers prefer a seamlessly integrated, fluid and irritation-free shopping experience enhanced with artificial intelligence (AI)-powered technologies. Literature highlights gaps in the understanding of the shopping experience in an omnichannel context, involving aesthetic, cognitive and affective experience dimensions. This research highlights the direct effects and the mechanism triggered in the presence of such device.Design/methodology/approachA sample of 259 consumers was interviewed at the point of sale. Data have been collected after a shopping experience in two concept stores belonging to the same fashion brand: (1) not equipped with AI-powered technology and (2) equipped with these tools. The measurement scales were validated through ANCOVA analysis and causal relationship analysis with structural equation modeling.FindingsThe results show that the presence of an in-store AI-powered technologies in a connected store generates a higher aesthetic reaction when visiting the store, a higher absorption when shopping through the flow and a higher intent to purchase. The authors further investigate the underlying mechanism triggered by the presence of this technology, which enables the authors to outline their consequences regarding purchase intention.Originality/valueThe study, conducted within an actual connected store in France, explores the impact of AI technology in connected retail environments on consumer responses. It is an early research in this field, shedding light on a rarely explored area. The authors’ research addresses a significant gap, providing insights into AI-driven retail experiences.

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“…Hasil penelitian sesuai dengan penelitian DAM (2020) yang menyatakan bahwa Brand Image berhubungan positif dengan Brand Commitment. Sejalan dengan pernyataan menurut pernyataan Lee et al, (2021) yang menyatakan brand commitment sebagai komitmen yang melibatkan kepercayaan, dedikasi, dan janji. Konsep komitmen ini diperiksa dalam psikologi organisasi, psikologi sosial dan riset pemasaran yang menunjukkan dedikasi terhadap organisasi atau brand.…”

Section: Brand Image Terhadap Brand Commitmentunclassified

Pengaruh Brand Image terhadap Positive Word-of-Mouth melalui Brand Love dan Brand Commitment pada Pengguna Tokopedia di DKI Jakarta

Syuhada¹,

Hidayat

2022

EJMTSM

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The purpose of this study was to determine the effect of brand image on positive word-of-mouth through brand love and brand commitment to Tokopedia users in Jakarta. This research design uses descriptive research and causality research, measuring each variable using a 5-point Likert scale. This study uses primary data with data collection through questionnaires. The sampling used in this research is purposive sampling and obtained asample of 180 respondents. This study uses a statistical method with SMART PLS 3.2.9 as a test tool. The results of this study indicate that brand image has no effect on positive word-of-mouth on Tokopedia users in Jakarta, whilebrand image has an influence on brand love and brand commitment on Tokopedia users in Jakarta, then brand love and brand commitment have a positive influence. word-of-mouth to Tokopedia users in Jakarta.

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The Effects of Consumers’ In-Store Technology Experience on Perceived Interactivity, Retail Brand Commitment, and Revisit Intention in a Korean Beauty Store

Cited by 13 publications

References 66 publications

WOW, the make-up AR app is impressive: a comparative study between China and South Korea

WOW, the make-up AR app is impressive: a comparative study between China and South Korea

The impact of AI-powered technologies on aesthetic, cognitive and affective experience dimensions: a connected store experiment

Pengaruh Brand Image terhadap Positive Word-of-Mouth melalui Brand Love dan Brand Commitment pada Pengguna Tokopedia di DKI Jakarta

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