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Unlocking the shopping myth: Can smartphone dependency relieve shopping anxiety? – A mixed-methods approach in UK Omnichannel retail
Information & Management ( IF 9.9 ) Pub Date : 2023-05-08 , DOI: 10.1016/j.im.2023.103818
Jing (Daisy) Lyu, Ioannis Krasonikolakis, Cheng-Hao (Steve) Chen

Digital technologies have enriched various consumer shopping patterns across multiple contexts and channels. Smartphones, as the most daily dependent device, have altered and assisted individual shopping decisions in omnichannel retailing. Drawing on the uses and gratifications theory, this research investigates emerging smartphone uses and consumers’ corresponding gratifications in shopping centers. Following a sequential mixed-methods approach, we first conducted semi-structured interviews with forty-three shoppers followed by a targeted survey in the similar fields. The findings allowed us to group nine specific smartphone uses into utilitarian, hedonic and social gratifications; moreover, both utilitarian and hedonic gratifications reduce state anxiety whereas social gratifications do not impact perceived anxiety. Consequently, a reduced level of state anxiety from achieved gratifications will significantly enhance consumer's purchase intentions. We offer insightful theoretical contributions and implications to marketing practitioners.



中文翻译:

揭开购物迷思:智能手机依赖能缓解购物焦虑吗?– 英国全渠道零售的混合方法

数字技术丰富了跨多种环境和渠道的各种消费者购物模式。智能手机作为最日常依赖的设备,已经改变并协助了全渠道零售中的个人购物决策。借鉴使用和满足理论,本研究调查了新兴的智能手机使用和消费者在购物中心的相应满足。按照连续混合方法的方法,我们首先对 43 名购物者进行了半结构化访谈,然后在类似领域进行了有针对性的调查。研究结果使我们能够将九种特定的智能手机用途分为实用、享乐和社交满足;此外,功利主义和享乐主义的满足都会减少状态焦虑,而社会满足不会影响感知到的焦虑。最后,因获得满足而降低的状态焦虑水平将显着增强消费者的购买意愿。我们为营销从业者提供富有洞察力的理论贡献和启示。

更新日期:2023-05-11
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