Journal
JOURNAL OF BUSINESS RESEARCH
Volume 123, Issue -, Pages 140-155Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2020.09.039
Keywords
Smart retail; Personalization; Retail innovation; Technology paradoxes; Explorative study
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Based on qualitative data, the study identifies five drivers and four barriers of consumer acceptance of TEP. Additionally, the research reveals five success paradoxes for TEP.
Smart technologies grant brick-and-mortar retailers novel opportunities to introduce the amenities of online retailing, such as data-driven personalization, into physical interactions. Research on consumer reactions to the novel phenomenon of technology-enabled personalization (TEP) in retail stores is scarce though, so the current article proposes a conceptualization that demarcates TEP from broader notions of personalization. Qualitative data from 25 in-depth consumer interviews reveal five drivers (utilitarian, hedonic, control, interaction, integration) of and four barriers (exploitation, interaction misfit, privacy, and lack of confidence) to consumers' acceptance of TEP. The juxtaposition of these drivers and barriers, in combination with insights from prior literature, reveals five success paradoxes for TEP (exploration-limitation, staff presence-absence, humanization-dehumanization, personalization-privacy, personal-retailer devices). The findings provide several theoretical and managerial implications, as well as avenues for further research.
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