Shopping streets versus shopping malls – determinants of agglomeration format attractiveness from the consumers' point of view

The decline of shopping streets and the rise of shopping malls have been major trends in European retailing for decades. So far, research has failed to investigate this shift of agglomeration format (AF) patronage from a marketing perspective, including the consumers' point of view. This paper presents a theoretical discussion of the generic similarities and conceptual differences between shopping streets and shopping malls. Subsequently, the AF-specific characteristics perceived by consumers are compared and discussed with respect to their impact on agglomeration attractiveness. This leads to the development of a conceptual framework which is empirically tested using a web-based survey of almost 1000 consumers representing a typical urban central European retail market. The relative importance of nine distinctive AF characteristics on attractiveness was analysed using structural equation modelling. The findings proved to be quite similar for both shopping streets and shopping malls; the retail tenant mix and atmosphere had the highest relative importance.     

Consumer-computer interaction and in-store smart technology (IST) in the retail industry: the role of motivation,opportunity, and ability

ABSTRACT

Recent advances in technology have led to the emergence of smart technology systems in brick-and-mortar stores. This study aims to explore the factors that influence customer adoption of in-store smart technology in a retail setting. By adopting the motivation, opportunity, and ability framework, the present study examines the role of relative advantage, perceived complexity, flow experience, enjoyment, retailer support, perceived attractiveness, technology readiness, and self-efficacy in customer perception of shopping effectiveness, which in turn, impacts their adoption intentions. By adopting a quantitative approach, a survey questionnaire was used to collect 747 responses from Australia and Indian retail shoppers. The results show that the motivation, opportunity, and ability framework provided a very insightful way for understanding customer adoption of IST. Specifically, we find significant differences in the role of flow, retailer support, and perceived attractiveness in determining customer evaluation of in-store smart technology for Australia and India. Findings have important managerial implications.     

Drivers of agglomeration effects in retailing: The shopping mall tenant's perspective

Abstract

Retail and service enterprises seek benefits and synergies from locating their stores within retail agglomerations, such as shopping streets and malls. The aim of this paper is to identify the main drivers of such synergetic or ‘agglomeration effects’ for tenants. A literature review reveals four sets of drivers that are related to the location, the tenant mix, the marketing, and the management of an agglomeration. Based on a survey of 217 managers representing stores that are located in five regional and four supra-regional shopping malls, we demonstrate that location-related drivers including geographical location, accessibility, and parking conditions have a the highest impact on agglomeration effects in terms of the economic success of tenants. The results were consistent amongst different types of tenants differentiated by store size, customer footfall, industry affiliation, and perceived role within the respective mall (as footfall taker or generator within the network).     

Source credibility as a function of communicator physical attractiveness

An experimental investigation of the relationship between communicator physical attractiveness and source credibility within a marketing context is reported. Source credibility measures involved perception of trust, expertise, and liking as a function of experimental treatments that differed in only the physical attractiveness of the communicator. Communicator physical attractiveness is operationally defined as the degree to which a person's face is pleasing to observe, and is determined through a consensus of judges. The marketing context involved persuasive communications presented in a printed advertisement mock-up. Generally, the hypotheses were supported by the results of the data analyses. Monotonic relationships were found between communicator physical attractiveness and (a) perceived trust, (b) perceived expertise, and (c) liking for the communicator.     

Designing for the genders: The role of visual harmony

While marketers often design their offers to visually appeal to either female or male audiences, the traditional view on gender is changing. This research explores (1) the influence of gender on the perception and attractiveness evaluation of marketing visuals varying in harmony including (2) the underlying mechanisms through which gender differences occur, and (3) the differential roles of biological sex and gender identity. Drawing from the selectivity hypothesis and self-congruity theory, we argue that consumers process visual harmony along three distinct stages: (a) an early stage where their biological sex plays a role, (b) an intermediate stage where the consumer appraises cognitive effort, and (c) a late stage where consumers evaluate the congruity between the design and their self, including their gender identity. Four studies test these propositions using mixed methods, a variety of marketing visuals, and different concepts of gender. We find that biological sex plays a moderating role in the early phase of visual harmony perception due to men's and women's differential processing abilities, whereas gender identity plays a significant role later in the more reflective phase of visual harmony evaluation. Managerial implications for gendered marketing and avenues for future research are delineated.     

Retailers׳ expansion mode choice in foreign markets: Antecedents for expansion mode choice in the light of internationalization theories

Whenever a retail company expands its store network in a foreign market, decisions have to be made about how this can be achieved. Existing studies of retail internationalization have usually analyzed the “entry mode” choice as an end in itself, and not as the start of a firm׳s international development. In addition, there is much debate in the academic literature about the antecedents for retail foreign operation mode choice and the relevance of generic internationalization theories to international retailing. Therefore, the objectives of this research are (1) to investigate the paths of entry and subsequent expansion modes pursued by retailers in international markets and (2) to develop and test a model of expansion mode antecedents in the light of generic business internationalization theories. This is achieved on the basis of data collected from 43 French fashion retailers and a PLS-SEM approach. Results show that (1) retailers clearly differentiate between entry and expansion modes; (2) the international marketing plan, the perceived attractiveness of the foreign market, and strategic and ownership conditions are the key antecedents for the choice of an expansion mode. After comparing the results with the explanations proposed by the generic internationalization theories, a multi-theoretical framework is proposed which draws from the Uppsala internationalization process model, network theory and the born-global theory. The findings provide a wealth of information for retailers׳ use in choosing appropriate foreign operation modes.     

Urban place marketing and retail agglomeration customers

Abstract

Through identifying the attributes of a place that have an influence on the patronage behaviour of urban retail customers, this paper presents a conceptual model that proposes direct and indirect antecedents regarding the different retail-related dimensions associated with urban place attractiveness. An empirical study was conducted whereby the model was tested by surveying approximately 500 actual customers at the time they visited a particular town centre for the purposes of shopping. The results showed that the retail tenant mix, the merchandise value, and the atmosphere had a direct impact, and the product range and the sales personnel an indirect impact upon the evaluation of attractiveness. Furthermore, a number of additional effects towards these antecedents were identified with respect to parking conditions, the non-retail tenant mix, manoeuvrability, and orientation. This revealed that retailing activities were a major driver of attractiveness for an urban place. The practical implication of these findings suggests that place marketing activities should be proactive in supporting and enabling retailers in fulfilling their roles.     

Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis

Retailers have always worked to establish close relationships with customers through the retail marketing mix. Thus, the literature has a long tradition of testing the effects of various instruments on retail patronage. This meta-study synthesizes prior research into one comprehensive framework. We use 14,895 effect sizes reported by more than 239,000 shoppers from 41 countries extracted from 350 independent samples, to test the impact of 24 marketing-mix instruments on retail patronage. Specifically, we investigate the direct and indirect effects of these instruments on store satisfaction, word of mouth, patronage intention, and behavior. Product and brand management related instruments display the strongest effects on most outcome variables, whereas price, communication, service and incentive management instruments affect only selected outcomes. Distribution management turns out to be of secondary importance. However, the effectiveness of these instruments depends on the specific shopping context (food/non-food, shopping frequency, single store/agglomeration, hedonic/utilitarian), the retail environment (gross domestic product, country innovativeness, retail sales share, retail employment, Internet era), and the employed method (participant type, study design, data source). Specifically, we reveal most differences for hedonic shopping environments and developed countries. Also, the store’s advertising and atmosphere have gained importance in the Internet era, while purchase incentives, in-store orientation, and store location have lost relevance. This study contributes to a synoptic understanding of the comparable effectiveness of retail marketing instruments on retail patronage. It offers insights into the effectiveness of marketing-mix instruments and provides guidance on whether and when to invest in them. It also presents an agenda for future research on marketing-mix instruments.     

Retail internationalization and retail failure: issues from the case of Marks and Spencer

Notwithstanding the importance of retailing to urban economies, the role of retailing in the marketing of urban places has been an area neglected by both academics and practitioners alike. It is acknowledged that the principles of marketing can be applied (albeit with modification) to the context of urban places. The theoretical implications of this are considered using Corsico's () metaphors of the city as enterprise, market and commodity. Such issues are considered via a survey of place marketing actors within the specific context of the marketing of towns and cities as shopping destinations in urban places classified as sub-regional and above. Particular attention is paid to responsibility for the marketing of the retail provision, the emphasis given to retail in the marketing/promotional activities of various urban stakeholders, the perceived role of retailing, and the factors influencing the nature of the urban retail provision. Promotion of retailing was found to be important for all urban stakeholders to a greater or lesser degree. However, prime responsibility lay with town centre managers and shopping centre managers. The implications for both theory and practice are discussed.     

The Application of a Relationship Marketing Perspective in Retail Banking

This article considers the development of relationship marketing in retail financial services. It begins by examining the relationship marketing literature and considering its application to the retail banking industry. Following a discussion of the research methodology, four in-depth retail bank case studies are presented. These cases form the basis of a qualitative analysis of the state of relationship marketing in retail banking. Many banks have already reached a higher level of relationship marketing than businesses in other sectors. Yet generic relationship marketing models such as the one applied in this research do not necessarily reflect these differences. A modified version of a relationship marketing model, which caters for the particular characteristics of retail banks and which may be applicable to other services businesses, is therefore proposed.     

我国零售业区域集聚影响因素的实证分析及政策含义

我国零售业区域集聚作用日益凸显并逐渐被人们认识,本文利用空间基尼系数和区位商对我国零售业的区域集聚趋势进行了分析,并通过个体固定效应面板数据模型对影响我国零售业区域集聚的因素做了实证研究。文章研究发现,我国零售业区域集聚度呈下降趋势,人力资本的投入与零售业地区集聚发展呈正相关关系,而政府政策以及地区居民购买力与地区零售业的集聚发展水平呈负相关关系的结论,从地理位置来看,各地区零售业的集聚发展与该地区的地理位置所代表的消费习惯等因素有关,且东中部地区受该因素正向影响较多,而西部地区反之。文章最后还根据这些研究发现提出进一步促进我国零售业集聚发展的相关政策建议。     

Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness

Social media influencers (SMI) have gained undeniable importance as brands endorsers. However, although their credibility can be affected by the way they look, no known studies have applied appearance stereotypes to SMI's perceived attractiveness, trustworthiness, and expertise, particularly when that appearance is unconventional (e.g., use of body tattoos). Therefore, building on extant endorsement research and the Stereotype Content Model (SCM), the study examines how the use of tattoos impacts SMI's credibility, attractiveness, and effectiveness. Based on a sample of 260 young adults, a 2 x 2 x 2 (SMI gender x tattoo x domain) experimental design was conducted. Results indicate a tattoo premium effect, regardless of SMI's domain. By extending the SCM framework to the influencer marketing literature, this study contributes to both research fields, while providing valuable insights to brands and SMI.     

Human versus spatial dimensions of crowding perceptions in retail environments: A note on their measurement and effect on shopper satisfaction

Perceived retail crowding was originally conceptualized as having two dimensions, but subsequent empirical work in marketing has treated the construct unidimensionally. This paper reports a series of lab and field studies that examine the dimensionality of the construct and its relationship to store satisfaction. Two alternative crowding measures are tested. Results suggest that perceived retail crowding has distinct human and spatial dimensions that affect satisfaction differently.     

Muy local: Differentiating Hispanic and Caucasian shoppers of locally produced foods in US grocery

The current study reviews consumer purchasing of locally produced foods in retail grocery stores across Hispanic and Caucasian groups in the United States. Six hypotheses were tested via the creation and evaluation of a measurement model within the structural equation modeling process. Results suggested that group differences exist between Hispanic and Caucasian consumers across the constructs of attitudes, perceived product availability, subjective norms, intention to purchase and extent of purchase. Implications for marketing strategies across groups and product categories are provided, along with future research directions.     

Beyond presence: Creating attractive online retailing stores through the cool AR technology

Augmented reality (AR) is increasingly coming into the spotlight for its potential to improve the consumer experience through the creation of presence. This research aims to explore the theoretical mechanisms through which AR-based product presentation influences online store attractiveness and whether the effects differ in the purchasing contexts of hedonic and utilitarian product types. From the perspective of consumers' bidimensional experience, we find that AR increases online store attractiveness by creating perceived coolness (intrinsic attribute) and spatial presence experience (extrinsic attribute), which would further have a positive impact on consumers' purchase intention. The mediating mechanisms are different in purchasing contexts of various product types: for hedonic products, perceived coolness and spatial presence are parallel mediating factors leading to the improvement of online store attractiveness; while for utilitarian products, only the mediation effect of spatial presence presents. Our findings enrich the literature on AR marketing by proposing an insightful mediating force (i.e., perceived coolness) to complement the effect of presence, and explore the different purchasing contexts. We also provide managerial guidance for e-retailers to differentiate AR interface design for diverse product types to apply AR technology effectively.     

Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience

The large majority of online grocery shoppers are multichannel shoppers who keep visiting offline grocery stores to combine convenience advantages of online shopping with self-service advantages of offline stores. An important retail management question, therefore, is how these consumers divide grocery purchases across the retailer's online and offline channel. We provide a comprehensive analysis of the impact of category characteristics on the allocation pattern of multichannel grocery shoppers and find that category allocation decisions are affected not only by marketing mix differences between the online and offline channel, but also by intrinsic category characteristics like perceived purchase risk and shopping convenience. In addition, we examine the effect of online buying experience. In line with expectations, we find that it can affect allocation patterns in different ways: (i) it attenuates the perceived risk of buying sensory categories online, thereby reducing differences in online category share, (ii) it reinforces marketing mix (assortment) effects, thereby making online category share differences more pronounced, and (iii) it has no effect for factors such as promotions that are easy to evaluate without experience, thereby leaving the online category share stable. In addition to different experience effects across allocation factors, we also observe variations in experience effects across consumer segments.     

The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity

Prior research has investigated a number of drivers of consumers’ perceived product attractiveness, such as a product’s shape and color. The context, in which a product is presented, has so far been largely neglected in examining consumers’ aesthetic appraisal of products. Drawing on social cognition theory, this research investigates how the attractiveness of the visual context (e.g., websites, advertisements) influences consumers’ perceptions of product attractiveness and product quality for familiar versus unfamiliar products. Results of two experimental studies show that consumers perceive unfamiliar products as more attractive and, consequently, of higher quality when products are placed in an attractive context than when they are placed in an unattractive context. No differences in consumers’ perceived product attractiveness and perceived product quality exist for familiar products. The findings extend our theoretical knowledge of product aesthetics and provide managers with insights into the effective communication of their offerings’ attractiveness.     

Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel

This study facilitates a better understanding of the socio-demographics and consumption dynamics of wine consumers using the retailing ‘platform’ of the winery tasting room with them as visitors to it in a wine region environment. The overall aim was to gain some insights on gender and age generation-related consumer behaviour, wine type preferences, and their link to retail channel behaviour. Systematic random sampling yielded a total of 659 useable surveys collected at various tasting rooms in the Niagara Peninsula Wine Region in Ontario, Canada. Specific differences exist in the wine consumption behaviour and wine type preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Whereas females and males do not differ much in quantity consumed and spend on wine, they do differ greatly in wine type consumption with females drinking significantly more white and males more red wine. Wine type consumption was shown to be moderated by not only classical demographic variables, but also by the retail outlets preferred for wine purchase. Females buy more of their wine from foodservice on-trade retail outlets such as restaurants, while Millennials frequent the tasting room channel much less than older consumers. There are strong indications that the higher the wine tourism activity level, the higher the wine consumption (usage) level of the consumers. It is possible to direct marketing strategies at wine consumers in accordance with their gender and lifecycle stage as far as certain behavioural and sensory aspects of the product is concerned. The winery tasting room is the most obvious retail channel vehicle to reach people with high tourism activity factor levels who also happen to be the high usage consumers in the wine market.     

基于关联规则客流分析的商业集聚效应研究

由现实生活中的两家或若干家有关联的商店聚集现象出发,本文试图对微观层面商业集聚的集聚效应的具体度量方法进行探讨和研究:从客流共享的角度,借鉴购物篮分析的关联规则的算法对微观层面商业集聚的集聚效应进行研究,总结出16种微观层面商业集聚的客流情境,探讨了客流的集聚效应以及商店机会得失的计算方法,通过观察法将理论分析的集聚效应度量方法运用于两家体育品牌专卖店的集聚效应的实际度量;通过问卷调查法实证检验和证实了基于关联规则客流分析的微观层面商业集聚效应度量方法的实践有效性。     

How corporate reputation,quality, and value influence online loyalty

This study considers the role of corporate reputation and its relation to quality, perceived value, and loyalty in an online context. This milieu potentially challenges the relevance of the reported findings from the more traditional retail marketing situations. In this respect, a number of important questions are raised concerning how perceived value and quality impact on online loyalty and the effect corporate reputation has on this process. Research was conducted among customers of two diverse online vendors, one dealing in books and the other in shares. Findings from the two samples suggest that corporate reputation has a direct effect on online loyalty and provides an important mediating effect for perceived value and aspects of quality in terms of their impact on online loyalty.