Consumer innovativeness: Impact on expectations,perceptions, and choice among retail formats |
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| Authors: | Kendra Fowler Eileen Bridges |
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| Institution: | 1. School of Business, University of Leicester, University Road, Leicester LE1 7RH, UK;2. Marketing Department, University of Lorraine, 34 cours Léopold, 54052 Nancy, France;3. Marketing Department, University of Paris Nanterre, 200 Avenue de la République, 92000 Nanterre, France;1. School of Economics and Management, Xi''an University of Technology, Xi''an, 710054, China;2. School of Business Administration, South China University of Technology, Guangzhou, 510640, China;1. Centre for Transport Research, Department of Geography and Environment, University of Aberdeen, St Marys Building, Elphinstone Road, Aberdeen AB24 3UF, United Kingdom;2. Institute for Transport Studies, Faculty of Environment, University of Leeds, 1-3 Lifton Place, Leeds LS2 9JT, United Kingdom;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747 Republic of Korea;2. School of Hotel and Tourism Management, Youngsan University;3. Department of Tourism Management, College of Economics and Business Administration, Daegu University, 201, Daegudae-ro, Gyeongsan-si, Gyeongsangbuk-do, 712-714 Republic of Korea |
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| Abstract: | Individual differences in innovativeness may drive consumer expectations and perceptions regarding retail environments, influencing preferences for particular store formats. This research investigates the impact of consumer innovativeness on expectations for, and perceptions of, service design elements, including employee performance, process design, design of physical evidence, and reliability of the shopping experience. Findings indicate that the majority of consumers expect high performance along all dimensions and dislike surprising stores, specifically those they perceive as risky. Moreover, innovative consumers expect even higher levels of store attributes and in fact perceive stores differently than do less innovative consumers. |
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