Consumer Trial,Continuous Use,and Economic Benefits of a Retail Service Innovation: The Case of the Personal Shopping Assistant

Service innovations in retailing have the potential to benefit consumers as well as retailers. This research models key factors associated with the trial and continuous use of a specific self‐service technology (SST), the personal shopping assistant (PSA), and estimates retailer benefits from implementing that innovation. Based on theoretical insights from prior SST studies, diffusion of innovation literature, and the technology acceptance model (TAM), this study develops specific hypotheses and tests them on a sample of 104 actual users of the PSA and 345 nonusers who shopped at the retail store offering the PSA device. Results indicate that factors affecting initial trial are different from those affecting continuous use. More specifically, consumers' trust toward the retailer, novelty seeking, and market mavenism are positively related to trial, while technology anxiety hinders the likelihood of trying the PSA. Perceived ease of use of the device positively impacts continuous use while consumers' need for interaction in shopping environments reduces the likelihood of continuous use. Importantly, there is evidence on retailer benefits from introducing the innovation since consumers using the PSA tend to spend more during each shopping trip. However, given the high costs of technology, the payback period for recovery of investments in innovation depends largely upon continued use of the innovation by consumers. Important implications are provided for retailers considering investments in new in‐store service innovations. Incorporation of technology within physical stores affords opportunities for the retailer to reduce costs, while enhancing service provided to consumers. Therefore, service innovations in retailing have the potential to benefit consumers as well as retailers. This research models key factors associated with the trial and continuous use of a specific SST in the retail context, the PSA, and estimates retailer benefits from implementing that innovation. In so doing, the study contributes to the nascent area of research on SSTs in the retail sector. Based on theoretical insights from prior SST studies, diffusion of innovation literature, and the TAM, this study develops specific hypotheses regarding the (1) antecedent effects of technological anxiety, novelty seeking, market mavenism, and trust in the retailer on trial of the service innovation; (2) the effects of ease of use, perceived waiting time, and need for interaction on continuous use of the innovation; and (3) the effect of use of innovation on consumer spending at the store. The hypotheses were tested on a sample of 104 actual users of the PSA and 345 nonusers who shopped at the retail store offering the PSA device, one of the early adopters of PSA in Germany. Data were analyzed using logistic regression (antecedents of trial), multiple regression (antecedents of continuous use), and propensity score matching (assessing retailer benefits). Results indicate that factors affecting initial trial are different from those affecting continuous use. More specifically, consumers' trust toward the retailer, novelty seeking, and market mavenism are positively related to trial, while technology anxiety hinders the likelihood of trying the PSA. Perceived ease of use of the device positively impacts continuous use, while consumers' need for interaction in shopping environments reduces the likelihood of continuous use. Importantly, there is evidence on retailer benefits from introducing the innovation since consumers using the PSA tend to spend more during each shopping trip. However, given the high costs of technology, the payback period for recovery of investments in innovation depends largely upon continued use of the innovation by consumers. Important implications are provided for retailers considering investments in new in‐store service innovations. The study contributes to the literature through its (1) simultaneous examination of antecedents of trial and continuous usage of a specific SST, (2) the demonstration of economic benefits of SST introduction for the retailer, and (3) contribution to the stream of research on service innovation, as against product innovation.     

Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience

Adaptive customization systems are common in the delivery of e-service. However, consumers vary in their reaction to these systems. We introduce computer-mediated customization tendency (CMCT), a composite individual difference variable that reflects a consumer's personal preferences for designing and interacting with adaptive online environments to create valuable e-service experiences. To measure CMCT, we developed a formative index composed of need for control, technology innovativeness, and aesthetic appreciation. The results show CMCT influences adaptive online behavior and the perceived value of the adaptive e-service experience. In addition, customization-prone and customization-averse consumers differ in how they perceive the costs, benefits, and overall value of the experience.     

Global Standards and the Dynamics of Environmental Compliance in India's Leather Industry

Abstract

The comments by Tsai illustrate some important points in the industrial policy debate, though they also reflect a misconception of the purposes of my paper. My rejoinder describes briefly the ‘revisionist’ case, noting that it provides grounds for careful government policies to overcome market failures and not for wholesale, inefficient intervention. It discusses why Tsai's critique of my interpretation of the Asian Tigers is misplaced, and goes on to argue that the ‘revisionist’ case does not underestimate the costs of government failure. It does, however, hold that selective interventions are feasible in certain circumstances, and that other developing country governments can leant from the East Asian experience.     

Mature relationships: Why does relational orientation turn into transaction orientation?

One of the fundamental assumptions of relationship marketing is that the length of the relationship increases the relational orientation of the partners. Recently, however, researchers have suggested that the benefits of relationship marketing are not evident in a large number of industries [e.g., Journal of Marketing 64 (2000, October) 17]. In this paper, we examine these contradictory results and, using extant research in this area, we model the antecedents of mature relationships that lead to relational versus transactional orientation. Most buyer seller associations follow an s-shaped curve between partners' length of association and the relational orientation of the buyer. However, for some buyer-seller associations, we suggest that there is an inverted u-shaped relationship between relational orientation and length of association. We examine relational attributes and propose variables that are the antecedents of transactional orientation in mature relationships. Implications for theory and managerial practice are highlighted.     

Performance monitoring in R&D projects

Project Management Systems can use a variety of tools to model and visualise project status. This paper discusses the application of an integrated approach for project modeling and proposes a new graphic tool called PACT for evaluation of project status. An integrated performance monitoring system comprising many tools, including PACT, was used successfully with multiple advanced technology projects within the Indian Guided Missiles Development Programme. The approach provided a better insight into the status and problems of projects, and enabled management to initiate the most appropriate actions towards better performance.     

Sustainable rural communities? A legal perspective on the community right to buy

Sustainable development is the underlying policy behind the community right to buy land in rural Scotland enshrined in the Land Reform (Scotland) Act 2003, Part 2. The Act explicitly requires communities wishing to exercise the right to buy to have sustainable development at the heart of their community body and all their plans for the land. This paper examines the role and interpretation of sustainable development in the CRB. Since the Act was passed three administrations have headed up the Scottish government and sustainable development issues and strategies for Scotland have been aired in four important and distinctive policy documents showing that it is still very much an evolving concept in Scottish politics. The current administration has adopted the most econocentric approach yet seen in the UK, focusing on sustainable economic growth. Meanwhile, the community right to buy has developed its own sustainable development agenda. This review of decisions taken under the legislation illustrates that a diverse range of community ownership plans have been deemed consistent with sustainable development, from creation of sports facilities to preservation of castles, lighthouses and village greens. A range of economic, social and environmental objectives have been approved. On the other hand, communities that fail to adopt the ‘right’ approach to the principle will not be successful in using the legislation.     

How brand attribute typicality and consumer commitment moderate the influence of comparative advertising

This study examines how product attribute typicality and brand commitment influence the effects of comparative versus non-comparative ads on brand attitudes. Employing perspectives from the literatures on typicality and commitment, the study examines the effects of commitment to the comparison brand on the effectiveness of comparative versus non-comparative advertising. A between-informants experiment uses data from 466 student informants. It is hypothesized that (a) when the attribute under consideration is typical (atypical), among comparison brand committed informants, a non-comparative ad is more (no more) persuasive than a comparative ad, (b) when the attribute under consideration is typical, among comparison brand non-committed informants, a comparative ad is more persuasive than a non-comparative ad, and (c) when the attribute under consideration is atypical, among comparison brand non-committed informants, a comparative ad is likely to be more persuasive than a non-comparative ad, but the effect will be weaker than in the case of a typical attribute. Hypothesis (a) is supported while (b) has directional support. The results support a three-way interaction between consumer commitment, attribute typicality, and type of advertisement. The findings are relevant to a variety of contexts, such as markets characterized by high levels of market share and commitment for the market leader as well as fragmented markets where market share and commitment levels are low.     

The Prevalence and Risk of Food Insecurity in the Nordic Region: Preliminary Results

Surveys from societies like the USA, Canada, the UK, and France suggest that 5–15% of the population have experienced “food insecurity” in the sense of not having enough food to eat due to a lack of money or other resources. The Nordic countries are among the most affluent societies in the world and it is generally assumed that food insecurity has been eradicated due to relatively low differences in wages and well-developed social security schemes. This representative web survey of food and eating in Denmark, Finland, Norway, and Sweden indicates however that food insecurity does exist in the Nordic region. In line with research from other industrialized counters, it also suggests that women, young people, single parents, and low-income group seem more at risk of experiencing food insecurity than others. These results must be regarded as preliminary, needing to be substantiated by more comprehensive studies. Moreover, there is a need to develop or use more standardized methodologies enabling comparison across countries and mapping trends over time.     

Attitudes and related perceptions about product placement: a comparison of Finland,Italy and the United States

The primary goal of our study is to explore cross-national differences in attitudes and perceptions about product placements, after investigating measurement invariance. Our cross-national focus includes three countries that have not been compared previously: Finland, Italy and the USA, which differ significantly in terms of the evolution/maturity of product placement markets, regulatory structures and cultural contexts. Motivated by earlier studies, we investigate the cross-national measurement invariance of scales to measure four research constructs related to the product placement domain (attitude toward credibility of advertising, attitude toward advertising-in-general, attitude toward placement-in-general and attitude toward regulation of placements). Our research also extends earlier work focused on similar constructs from a cross-national perspective. Results from multi-group analyses using a structural equation modeling approach indicate important and statistically significant differences in latent means between the three countries for all four constructs of research interest. Substantive explanations of these differences and their implications for future practice and research are discussed.