Purpose

This study examines the effectiveness of Zero-Contact Marketing that minimizes contact between employees and consumers in marketplaces by adopting an integrated research framework of motivation theory, servicescape model and the theory of reasoned action (TRA).

Design/methodology/approach

This study randomly collected 314 respondents through an online survey in May 2020 in South Korea. Structural equation modeling (SEM) assessed the overall hypothetical research model.

Findings

Zero-Contact Marketing facilitates the positive impacts of Korean consumers' motivations (intrinsic and extrinsic) and service environment on their word-of-mouth (WOM) intention to spread information about a store offering Zero-Contact Marketing service and the store revisit intention. In addition, consumers' attitude toward Zero-Contact Marketing and shopping pleasure (SPL) has stronger impacts on consumers' WOM intention than they do on the store revisit intention.

Research limitations/implications

The limitation of this study lies in that the survey participants responded only in South Korea, which may lead to biased results. To provide a more generalized insight, this study should be extended by considering consumers in other countries, since many consumers around the world tend to minimize face-to-face interaction and avoid unnecessary interruptions under the current pandemic.

Practical implications

By minimizing the social interaction between employees and consumers, Zero-Contact Marketing may increase consumers' shopping satisfaction with free shopping moments and no disturbance, especially under the COVID-19 pandemic.

Originality/value

The findings provide theoretical contributions by empirically validating the effects of intrinsic and extrinsic motivations and service environment on consumers' internal and external responses in a Zero-Contact retail setting.

中文翻译：

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请勿打扰：零接触营销对韩国消费者决策过程的影响

目的

本研究通过采用动机理论、服务景观模型和理性行动理论 (TRA) 的综合研究框架，检验了零接触营销的有效性，该营销最大限度地减少了市场中员工和消费者之间的接触。

设计/方法/方法

本研究于 2020 年 5 月在韩国通过在线调查随机收集了 314 名受访者。结构方程模型 (SEM) 评估了整体假设研究模型。

发现

零接触营销促进了韩国消费者的动机（内在和外在）和服务环境对他们的口碑（WOM）意图传播有关提供零接触营销服务的商店的信息和商店重访意图的积极影响。此外，消费者对零接触营销和购物乐趣（SPL）的态度对消费者口碑意愿的影响要大于对店铺重访意愿的影响。

研究限制/影响

本研究的局限性在于调查参与者仅在韩国做出回应，这可能导致结果存在偏差。为了提供更普遍的见解，这项研究应该通过考虑其他国家的消费者来扩展，因为世界各地的许多消费者倾向于尽量减少面对面的互动，并避免在当前大流行下不必要的中断。

实际影响

通过最大限度地减少员工和消费者之间的社交互动，零接触营销可以通过免费的购物时刻和不受干扰的方式提高消费者的购物满意度，尤其是在 COVID-19 大流行的情况下。

原创性/价值

这些发现通过实证验证内在和外在动机和服务环境对零接触零售环境中消费者内部和外部反应的影响提供了理论贡献。