How observation of other shoppers increases the in-store use of mobile technology

Darvasi, Gábor, Martin Spann and Peter Pal Zubcsek

Journal of Retailing and Consumer Services, 2024, vol. 77, issue C

Abstract: Digital technologies enable brick-and-mortar retailers to improve customer engagement and retention. In this study, the authors investigate how in-store use of mobile technology can leverage the social nature of offline shopping to increase customer usage of a retailer's promotional mobile app. Analyzing a large dataset from a nationwide retailer by estimating a Zero-Inflated Negative Binomial (ZINB) model, they find a significant effect of in-store observation of other shoppers' use of the retailer's mobile promotion app on both app usage and the number of m-coupon redemptions. However, in-store advertising reduces the effect of observing other shoppers on the number of m-coupons redeemed per app usage.

Keywords: Retail technology; Mobile app usage; Social trigger & consumer limited attention (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004459

DOI: 10.1016/j.jretconser.2023.103694

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