We draw insights from Activity Theory within the field of human-computer interaction to quantitatively measure a mobile in-store experience (MIX), which includes the suite of shopping activities and retail services that a consumer can engage in when using their mobile device in brick-and-mortar stores. We developed and validated a nine-item, formative MIX index using survey data collected from fashion consumers in the United States (n = 1,267), United Kingdom (n = 370), Germany (n = 362), and France (n = 219). As survey measures of consumer engagement in omnichannel retailing using a mobile device, the index items with stronger factor loadings described in-store shopping activities whereas those with weaker factor loadings described activities related to behavioral targeting and social networking. These results suggest that retailers should give consumers the autonomy to independently find, evaluate and purchase merchandise in brick-and-mortar stores, thereby enabling them to co-create personalized shopping experiences as active participants within an omnichannel retail servicescape. Our findings also suggest that retailers should provide consumers with more authentic ways to build community and brand affiliations than mobile marketing and social media promotions. In-store activities should not simply be a migration of pre-existing e-commerce capabilities onto mobile devices. An engaging mobile in-store experience should be an amalgam of physical and digital activities that produce a seamless shopping journey and leverage the unique properties of mobile devices – ultra-portability, location sensitivity, untetheredness, and personalization. Retail executives can use the validated MIX index to prepare strategic investments in mobile technology applications and capabilities for retail stores within their omnichannel operations. The nine-item MIX index is also well-suited for consumer surveys, which also makes it an attractive measure of consumer engagement in omnichannel retailing for future academic research.

我们从人机交互领域的活动理论中得出见解，以定量地衡量移动店内体验（MIX），其中包括消费者在砖块中使用其移动设备时可以参与的一系列购物活动和零售服务商店。我们使用从美国时尚消费者那里收集的调查数据开发并验证了9个项目的形成性MIX索引（ñ = 1,267），英国（ñ = 370），德国（ñ = 362）和法国（ñ= 219）。作为使用移动设备进行全渠道零售的消费者参与度的调查指标，具有较高因子负载的索引项描述了店内购物活动，而具有较弱因子负载的索引项描述了与行为目标和社交网络相关的活动。这些结果表明，零售商应赋予消费者自主权，以在实体商店中独立查找，评估和购买商品，从而使他们能够作为全渠道零售服务领域的积极参与者共同创造个性化的购物体验。我们的发现还表明，零售商应该为消费者提供比移动营销和社交媒体促销更真实的方式来建立社区和品牌联系。店内活动不应该只是将现有的电子商务功能迁移到移动设备上。引人入胜的移动店内体验应该是一系列物理和数字活动，这些活动可以带来无缝的购物旅程，并可以充分利用移动设备的独特属性-超便携性，位置敏感性，束缚性和个性化。零售业高管可以使用经过验证的MIX指数为其全渠道运营中的零售商店准备针对移动技术应用程序和功能的战略投资。九项MIX指数也非常适合进行消费者调查，这也使其成为衡量消费者参与全渠道零售以进行未来学术研究的诱人手段。引人入胜的移动店内体验应该是一系列物理和数字活动，这些活动可以带来无缝的购物旅程，并可以充分利用移动设备的独特属性-超便携性，位置敏感性，束缚性和个性化。零售业高管可以使用经过验证的MIX指数为其全渠道运营中的零售商店准备针对移动技术应用程序和功能的战略投资。九项MIX指数也非常适合进行消费者调查，这也使其成为衡量消费者参与全渠道零售以进行未来学术研究的诱人手段。引人入胜的移动店内体验应该是一系列物理和数字活动，这些活动可以带来无缝的购物旅程，并可以充分利用移动设备的独特属性-超便携性，位置敏感性，束缚性和个性化。零售业高管可以使用经过验证的MIX指数为其全渠道运营中的零售商店准备针对移动技术应用程序和功能的战略投资。九项MIX指数也非常适合进行消费者调查，这也使其成为衡量消费者参与全渠道零售以进行未来学术研究的诱人手段。零售业高管可以使用经过验证的MIX指数为其全渠道运营中的零售商店准备针对移动技术应用程序和功能的战略投资。九项MIX指数也非常适合进行消费者调查，这也使其成为衡量消费者参与全渠道零售以进行未来学术研究的诱人手段。零售业高管可以使用经过验证的MIX指数为其全渠道运营中的零售商店准备针对移动技术应用程序和功能的战略投资。九项MIX指数也非常适合进行消费者调查，这也使其成为衡量消费者参与全渠道零售以进行未来学术研究的诱人手段。