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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Christophe Benavent: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Pauline de Pechpeyrou: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Interest toward mobile-in-store techniques: taking into account shopping orientations 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. They deliver utilitarian, hedonic and symbolic benefits, but can also be regarded as intrusive. That raises questions on consumers' interest in them. A quantitative survey was administered online 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. This research leads to think retailers should offer a bunch of techniques adapted to each customer profile.

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

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02307807

DOI: 10.7193/DM.093.33.51

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