Interest toward mobile-in-store techniques: taking into account shopping orientations

L’intérêt des techniques mobile-in-store: le rôle spécifique de l’orientation d’achat

Joanna Stroz (), Christophe Benavent () and Pauline de Pechpeyrou ()
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Joanna Stroz: Comadur - Comadur SA - Swatch Group
Christophe Benavent: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Pauline de Pechpeyrou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Retailers adopt mobile strategies in order to enrich the customer experience at the point of sale. Mobile-in-store techniques are built on various technologies and deliver different benefits to customers. A quantitative survey was administered to mobile users to investigate the degree of interest for each technique. The results highlight the moderating role of shopping orientations: when the mobile-in-store technique is congruent (versus incongruent) with the shopper profile, it increases (versus decreases) the interest in it. Therefore, retailers should offer a bunch of techniques adapted to each customer profile.

Keywords: mobile-in-store techniques; privacy concern; shopper profiles; innovativeness; préoccupation à l’égard de la vie privée; orientations d’achat; techniques mobile-in-store; innovativité (search for similar items in EconPapers)
Date: 2019-04-05
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Published in Décisions Marketing, 2019, 93 (93), pp.33-51. ⟨10.7193/DM.093.33.51⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02080599

DOI: 10.7193/DM.093.33.51

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