Under the sway of a mobile device during an in‐store shopping experience

Rippé, Cindy B.; Weisfeld‐Spolter, Suri; Yurova, Yuliya V.; Dubinsky, Alan J.; Hale, Dena

doi:10.1002/mar.21019

Cited by 58 publications

(63 citation statements)

References 112 publications

(176 reference statements)

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“…Recently, the boundaries between channels have blurred and customers use them seamlessly and simultaneously during their purchase experiences (Verhoef et al, 2015). The concept of webrooming can thus be extended as a form of omnichannel shopping where the consumer searches for information online before going to the physical store to make the purchase and also access the internet with their smartphones while in store to search for information (Rippé et al, 2017).…”

Section: Research Backgroundmentioning

confidence: 99%

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Orús

Gurrea

Ibáñez‐Sánchez

2019

SJME

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Purpose This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels. Design/methodology/approach Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie. Findings Webrooming improves the shopping experience. Online recommendations from anonymous customers increase confidence in the product’s adequacy, although this effect depends on the moment of receiving the recommendation and the level of confidence before interacting physically with the product. Friend recommendations reinforce preferences regardless of previous online experiences. Research limitations/implications This research examines the effects of different types of online recommendations on offline shopping experiences, choice and confidence. Confidence is stressed as a key variable in omnichannel behavior. Practical implications The findings offer practical value for electronic word-of-mouth marketing, omnichannel marketing, as well as online and physical channel management. Originality/value This is one of the first studies that examine the impact of online consumer recommendations on shopping experiences combining online, mobile and physical channels. The results reveal the importance of recommendations’ source and moment of reception for determining consumers’ preferences, choice and confidence.

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Section: Research Backgroundmentioning

confidence: 99%

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Orús

Gurrea

Ibáñez‐Sánchez

2019

SJME

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“…The nature of mobile devices, their physical characteristics and their size allow customers to search and shop anywhere and at any time (Gao et al, 2015;Rodríguez-Torrico et al, 2017). Today's consumers prefer to consult with their phones rather than interact with a salesperson while shopping at the store (Rippé et al, 2017). Thus, customers usually use their own devices in stores to search for more information about a product by scanning QR codes, comparing products, checking product ratings and asking for advice (Shankar, 2014;Verhoef et al, 2015;Voropanova, 2015).…”

Section: Role Of Customer's Own Devicesmentioning

confidence: 99%

“…In their study on how companies are leveraging digital technologies with the aim of transforming the customer experience, Parise et al (2016) found that "72 per cent of consumers said that a relevant mobile offer delivered to their smartphone while shopping in a store would significantly influence their likelihood to make a purchase." Likewise, Kim and Hahn (2015) determined that consumer adoption of mobile technology increased future purchase intention, whereas Rippé et al (2017) more specifically demonstrated that in-store mobile searches are positively related to in-store purchase intention.…”

Section: Role Of Customer's Own Devicesmentioning

confidence: 99%

The role of technology in an omnichannel physical store

Mosquera

Pascual

Ayensa

et al. 2018

SJME

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Purpose-The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical store is an essential factor to this end. The purpose of this study is twofold: first, to analyze how the intention to use different interactive technologies in a clothing store affects purchase intention and second, to test the moderating effect of gender on this relationship. Design/methodology/approach-An original model is developed and tested with 628 omnichannel customers. A multi-group analysis is performed to compare the results between two groups: men and women. Findings-The results show that the incorporation of new technologies in the physical store positively affects purchase intention, but no significant differences were found between the two groups. Originality/value-This study furthers the understanding of the importance of the new connected retail system and offers new insights for both the theoretical framework and businesses.

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“…In this new scenario, the smartphone has become a powerful tool. Customers are mobile dependent and prefer to consult their phones rather than salespersons to carry out different tasks in-store, such as searching for product information and prices, checking product ratings, comparing products, and paying; they also use them to consult family and friends for advice [2][3][4]. Moreover, they have the potential to become important drivers in the omnichannel context due to their importance as initiators for conversion to other touchpoints or channels.…”

Section: Introductionmentioning

confidence: 99%

Key Factors for In‐Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials

et al. 2018

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The in-store use of smartphones is revolutionizing the customer journey and has the potential to become an important driver in the omnichannel context. This paper aims at identifying the key factors that influence customers' intentions to use smartphones instore and their actual behavior and to test the moderating effect of age, differentiating between millennials and nonmillennials, as millennials are considered digital natives and early adopters of new technologies. We applied the UTAUT2 model to a sample of 1043 Spanish customers, tested it using structural equations, and performed a multigroup analysis to compare the results between the two groups. The results show that the model explains both the behavioral intention to use a smartphone in a brickand-mortar store and use behavior. The UTAUT2 predictors found to be most important were habit, performance expectancy, and hedonic motivation. However, the study shows that the only difference between millennials and nonmillennials with regard to the use of smartphones in-store is the effects of behavioral intention and habit on use behavior. The study adds to the existing knowledge by providing evidence in support of the validity of UTAUT2 as an appropriate theoretical basis to explain effectively behavioral intention, specifically the in-store use of smartphones.

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Under the sway of a mobile device during an in‐store shopping experience

Cited by 58 publications

References 112 publications

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

The role of technology in an omnichannel physical store

Key Factors for In‐Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials

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