Author:
Marikyan Davit,Pantano Eleonora,Scarpi Daniele
Abstract
Purpose
Long sales periods (i.e. Christmas time, Black Friday, etc.) and the risk of contagion while shopping (i.e. during pandemics like COVID-19) showed the extent to which crowded shopping environments have negative effects on consumers’ behavior. Hence, using terror management theory (TMT) and stimulus–organism–response (S–O–R) approach, the authors aims to develop a new model to investigate the effect of crowd-checking technology on shopping anxiety, the perceived value of shopping experience and willingness to pay.
Design/methodology/approach
Using a cross-sectional research design and with a help of an independent research company, the authors collected 1,000 valid responses from individuals residing in the UK.
Findings
Results showed that crowd-checking technology cues reduce shopping anxiety, improve value perceptions and increase willingness to pay. In addition, the efficacy of technology in reducing shopping anxiety is moderated by customers’ shopping orientation.
Originality/value
To the best of the authors’ knowledge, this research is the first one investigating crowd monitoring systems used at the initial stage of consumers’ journey to show the number of consumers in-store in real-time. It contributes to the literature on technology applications in retailing by providing evidence that technology cues reduce shopping anxiety, which in turn enhances customer-perceived value from the shopping experience and increases the willingness to pay in stores with embedded crowd-checker technology. The study also extends the application of TMT in a new context.
Reference86 articles.
1. Containing COVID-19 through physical distancing: the impact of real-time crowding information;European Journal of Information Systems,2020
2. Examining the antecedents and consequences of perceived shopping value through smart retail technology;Journal of Retailing and Consumer Services,2020
3. Moderated mediation using covariance-based structural equation modeling with AMOS graphic: volunteerism program;Advances in Natural and Applied Sciences,2014
4. An exploratory study of grocery shopping stressors;International Journal of Retail and Distribution Management,1998
5. Work and/or fun: measuring hedonic and utilitarian shopping value;Journal of Consumer Research,1994
Cited by
2 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献