Moderating Effects of Likelihood to Use In-Store Technology in Grocery Stores

Author:

Oyedele Adesegun1,Firat Fuat2,Hernandez Monica3ORCID,Munson Emily Goenner4ORCID

Affiliation:

1. University of the Incarnate Word, USA

2. The University of Texas-Rio Grande Valley, USA

3. Texas Lutheran University, USA

4. St. Cloud State University, USA

Abstract

The purpose of this study is the assessment of the moderating effects of consumers' likelihood to use instore technologies on the relationship between retailtainment value and satisfaction with retailtainment in physical grocery stores. A questionnaire designed to test our model was administered to 332 undergraduate students. The data were analyzed using AMOS-SEM. The results show that perceived benefit, enjoyment, and unique values of retailtainment were significant in explicating satisfaction with retailtainment. Regarding the interaction effects of likelihood to use instore technology, the results reveal the positive relationship between human interactivity-instore, benefits, and unique values, and the dependent variable satisfaction with retailtaiment are stronger for individuals with low likelihood to use instore technologies. Results confirmed that retailtainment, which provides enjoyment and perceived informative benefits in terms of experience with the consumption of products, is likely to increase satisfaction and improve loyalty as well as propensity to return to the store.

Publisher

IGI Global

Reference59 articles.

Cited by 1 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

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3