An Approach to Assessing Shopper Acceptance of Beacon Triggered Promotions in Smart Retail

Nataša Đurđević, Aleksandra Labus, Dušan Barać, Miloš Radenković and Marijana Despotović-Zrakić
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Nataša Đurđević: Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia
Aleksandra Labus: Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia
Dušan Barać: Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia
Miloš Radenković: School of Computing, Union University, 11000 Belgrade, Serbia
Marijana Despotović-Zrakić: Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia

Sustainability, 2022, vol. 14, issue 6, 1-25

Abstract: This paper studies shopper acceptance for using beacons in the purchase process. The main goal is to examine shopper response to beacon-triggered promotions and propose a model that would help retail practitioners plan the implementation of beacons in stores. The model was evaluated via an in-market test to examine the effects of beacon-triggered promotion on shopper attention, technology acceptance, and the decision to purchase. The test was conducted in Belgrade, Serbia in 10 representative stores where beacons were implemented with 10 twin control stores. The SimplyTastly mobile application was used for sending notifications. Furthermore, two more in-market beacon activations were analysed in Croatia and Bulgaria. The results showed that shoppers accepted beacon technology and that beacon-triggered promotion had a positive impact on shopper attention, purchase behaviour, and the decision to purchase. The results show that the proposed model could serve as a sound basis for the implementation of beacon technology in retail.

Keywords: Internet of Things; beacons; smart retail; technology acceptance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:6:p:3256-:d:768236

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