How location-based messages influence customers' store visit attitudes: an integrative model of message value

Abstract

PurposeThis study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.Design/methodology/approachThe study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.FindingsThe empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.Originality/valueThe paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.

Decoding revenge buying in retail: role of psychological reactance and perceived stress

“…Researchers in marketing and retail domains found reactance was triggered in people experiencing a threat to privacy and behavioural freedom. For instance, consumer reactance towards loyalty programs and intrusive promotional offers (Bertini and Aydinli, 2020; Verhagen et al. , 2021).…”

“…Researchers in marketing and retail domains found reactance was triggered in people experiencing a threat to privacy and behavioural freedom. For instance, consumer reactance towards loyalty programs and intrusive promotional offers (Bertini and Aydinli, 2020;Verhagen et al, 2021). Reactance to in-store messiness and disorderliness was perceived as a threat to lack of choice that evoked a sense of competition among customers in-store, leading to in-store hoarding and hiding behaviour (Coskun et al, 2020).…”

“…Consumer reactance has been studied in the context of marketing communications and messages. Consumers perceived marketing communications or personalized messages as an invasion of privacy, unwanted intrusions or vulnerability to online frauds, generating a feeling of threat to their freedom of choice (Verhagen et al. , 2021).…”

“…Consumer reactance has been studied in the context of marketing communications and messages. Consumers perceived marketing communications or personalized messages as an invasion of privacy, unwanted intrusions or vulnerability to online frauds, generating a feeling of threat to their freedom of choice (Verhagen et al, 2021). Reactance in offline retail was used to examine how the store messiness and store disorderliness signalled scarcity of products which led to consumer reactance in the form of in-store hoarding and in-store hiding behaviours (Coskun et al, 2020;Gupta and Gentry, 2019).…”

A good reason to buy: Justification drives the effect of advertising frames on impulsive socially responsible buying

“…The second experiment ( N = 524) was a vignette‐based experiment in which participants were explicitly asked to imagine performing groceries in a physical supermarket (cf. Atzmüller & Steiner, 2010; Verhagen et al, 2019). The aim of Experiment 2 was to (1) examine whether there is an effect of message frame on impulse buying urges (H1) and on impulse buying behavior (H2), and (2) test whether the most commonly reported justifications, derived from the open‐ended questions in Experiment 1 (cf.…”