The perceived value of mobile apps that assist in-store purchasing: A hybrid cost-benefit approach

Valeur perçue des applications mobiles d’aide à l’achat en magasin: une approche hybride par les coûts et les bénéfices

Fidan Kurtaliqi (), Caroline Lancelot Miltgen and Gaelle Pantin-Sohier ()
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Fidan Kurtaliqi: Audencia Business School
Caroline Lancelot Miltgen: Audencia Recherche - Audencia Business School
Gaelle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: This article aims to identify the benefits and costs related to the use of mobile apps that assist in-store purchasing, considering the concept of "perceived value." While the use of smartphones in stores has become more common, the use of mobile apps raises questions about creating value for consumers and retailers. So far, research has focused on the use of mobile apps outside of the store, leaving their in-store uses unexplored. By way of an exploratory qualitative study, this work identifies the sources of value creation and destruction for mobile apps that assist in-store purchases. The main theoretical contributions of this work are, firstly, the identification of costs (e.g., dependence, social self, loss of purchasing pleasure, and so on) specific to mobile apps and their use in stores and, secondly, the identification of conditional elements (e.g., degree of personalization, type of store, and so on) that may affect the perceived intensity of the benefits and costs. From a managerial perspective, this article highlights the importance of the levers involved in the perceived value of a mobile app and provides some recommendations for reducing the perception of costs.

Keywords: value in use; mobile application; costs-benefits; point of sale; retail; valeur perçue; application mobile; coûts-bénéfices; point de vente; distribution (search for similar items in EconPapers)
Date: 2019
Note: View the original document on HAL open archive server: https://hal.science/hal-03556282
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Published in Revue management & avenir, 2019, 111, pp.123-144. ⟨10.3917/mav.111.0123⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03556282

DOI: 10.3917/mav.111.0123

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