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 (), C. Benavent () and Pauline de Pechpeyrou ()
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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: techniques mobile-in-store; orientations d’achat; préoccupation à l’égard de la vie privée; innovativité (search for similar items in EconPapers)
Date: 2019
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Published in Décisions Marketing, 2019, 93, pp.33-51

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

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