Conceptualizing and measuring consumer perceptions of retailer innovativeness in Taiwan
Journal of Retailing and Consumer Services, 2015, vol. 24, issue C, 33-41
This study aims to develop a reliable and valid measure of perceived retailer innovativeness (PRI) in Taiwan. Both qualitative and quantitative analyses were employed. A qualitative content analysis from six focus group interviews concludes a specific form of PRI. The quantitative study, which contains 486 7-Eleven and 489 Carrefour consumers, provides an exploratory and confirmatory factor analysis in examining the validity of PRI scale. Consumer perceptions of retailer innovativeness can be conceptualized as emotions, cognitions, and behavior responses evoked by store-related stimuli that are part of the offerings, services, design, and activities of a store. Four dimensions have been identified, namely, perceived product-related, service-related, promotion-related, and experience-related innovation capabilities. The PRI scale might be valued by academic scholars for its application for future studies, particularly in an era of intense competition in which innovation is considered as a critical strategic tool for differentiation.
Keywords: Perceived retailer innovativeness; Retail innovation; Mixed-method; Scale development; Innovation; Taiwan (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:24:y:2015:i:c:p:33-41
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