Journal article
Does More Sense Make Sense? An Empirical Test of High and Low Interactive Retail Technology
Journal of Services Marketing, Vol.33(3), pp.331-343
2019
Abstract
Purpose: The purpose of this paper is to provide insight into whether 'more sense makes sense' when attempting to encourage consumers to purchase retail products using technology. That is, does engaging senses in addition to visual and aural such as haptic touch through interactive retail technology, lead to an easier and more enjoyable consumption experience of retail products for consumers while also enhancing service provider outcomes? To test this assumption ('more sense makes sense') this study empirically examines whether differences are present in the consumer experience (usefulness, ease of use and customer perceived value) and service provider outcomes (satisfaction and purchase intentions), across retail technologies with and without haptic touch enabled. Design/Methodology: The study randomly allocated participants to either the haptic touch (haptic touch, visual and aural senses, n=135) or no haptic touch (visual and aural senses only, n=182) interactive retail technology condition. The data were analyzed using MANCOVA. Findings: The data provide support for the use of high interactive technology achieved through the inclusion of haptic touch by showing it to provide a more visually appealing, easy to use, enjoyable and entertaining experience. However, the results also provide insight into boundaries of where the use of haptic touch does not significantly increase outcomes. Overall, the results suggest high interactive retail technology using haptic touch provides a more entertaining experience for consumers which leads to increased satisfaction of service providers, but this does not translate into a significant increase in purchase intentions. Originality/value: This study examines the consumer and service provider benefits and limitations of utilising haptic touch in interactive retail technology. The effects of haptic touch for both the consumer and service provider have previously not been empirically examined thoroughly in a technological setting.
Details
- Title
- Does More Sense Make Sense? An Empirical Test of High and Low Interactive Retail Technology
- Authors
- Aimee Riedel (Author)Rory Mulcahy (Author) - University of the Sunshine Coast - USC School of Business
- Publication details
- Journal of Services Marketing, Vol.33(3), pp.331-343
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2019
- DOI
- 10.1108/JSM-12-2017-0435
- ISSN
- 0887-6045
- Copyright note
- Copyright © 2019 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450641802621
- Output Type
- Journal article
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- Business