ABSTRACT

This study investigated the effects of consumers’ in-store technology experience on perceived interactivity, retail brand commitment, and revisit intention in a Korean flagship beauty store using the stimulus-organism-response model. Based on the literature review, a research framework including 10 hypotheses was developed. For data collection, a field study was conducted on pre-recruited consumers who experienced two types of in-store technology (i.e., skin imaging technology, smart vending machine technology) and answered questions. A total of 164 answers were analyzed applying confirmatory factor analysis and structural equation modeling. As all 10 hypotheses were statistically supported, this study confirmed that consumers’ in-store technology experience intensifies their perceived interactivity and retail brand commitment. In addition, perceived interactivity and retail brand commitment mediated the indirect and positive effects of in-store technology experience on revisit intention. This study is significant in that it identifies the positive effects of in-store technology experience on the perceptions and responses of consumers in physical stores and provides theoretical and managerial implications regarding in-store technology experience.

抽象的

这项研究使用刺激－生物－反应模型调查了消费者在店内的技术经验对互动感，零售品牌承诺和重新访问意图的影响，该研究在韩国一家旗舰美容店中进行。在文献综述的基础上，建立了包括10个假设的研究框架。对于数据收集，针对经历了两种店内技术（即，皮肤成像技术，智能自动售货机技术）并回答问题的预先招聘的消费者进行了实地研究。应用验证性因子分析和结构方程模型，共分析了164个答案。由于所有10个假设在统计上都得到支持，因此该研究证实，消费者的店内技术经验会增强他们的感知互动性和零售品牌承诺。此外，感知的互动性和零售品牌承诺会介导店内技术经验对重新访问意图的间接和积极影响。这项研究意义重大，因为它可以识别出店内技术经验对实体店中消费者的看法和反应的积极影响，并提供有关店内技术经验的理论和管理意义。