Editorial
Article Type: Editorial From: International Journal of Retail & Distribution Management, Volume 38, Issue 3
This edition contains four very interesting papers, each from a diferent perspective of retailing. Consumer receptiveness to international retail market entry, retail kiosks, online consumer electronics shopping and loyalty marketing, and loyalty cards in the Italian market are all covered by this issue.
The first paper from Nicholas Alexander, Anne Marie Doherty, Jason M. Carpenter and Marguerite Moore highlights the need for specific knowledge regarding consumer receptiveness to incoming international retailers. A method is proposed to explore how consumers in the host market respond to incoming international retail firms. They provide a suggested framework for improving our understanding of consumer receptiveness to incoming international retailers. The consumer perception of country of origin against consumer receptiveness index is proposed as a method to explore the receptiveness of consumers in the host market to incoming international retailers. This conceptual model suggests that characteristics related to the internationalising retailer and its products, as well as socio-economic and market level factors can impact consumer receptiveness both along with and above and beyond country of origin perceptions.
The second paper from Anjala S. Krishen, My Bui and Paula C. Peter aims to gain insight regarding the impact of consumer regret on shopping in mall kiosks and its relationship with consumer variety-seeking tendencies. Two experimental studies are carried out, the first with students, the second with consumers and they show that variety and regret play an important role in mall kiosk shopping. Both studies show that individual variety-seeking tendencies naturally stimulate consumers’ search for retailers that allow them additional options (i.e. kiosk retailers which provide higher perceived variety) in comparison to those who only offer minimal assortment sizes. Mall kiosks are becoming an increasingly common avenue for the release of innovative products and quick entry into the retail market. These outlets have not been studied through academic research and experimentation and this study introduces the importance of consumer decision making in such environments. Considering the findings of this research, it is in the best interest of retailers to minimize the perception of risk involved in purchases at mall kiosk retailers. For example,kiosk retailers should work toward creating service environments where consumers feel a sense of control, as this should help mitigate some of the perceived risks in those retailers.
Jiyeon Kim and Sandra Forsythe investigates the factors affecting the adoption of product virtualization technology for online shopping small consumer electronics by applying a modified electronic technology acceptance model(e-TAM) and tested model invariance male/female shoppers in the overall adoption process. The results provided empirical support for e-TAM in the context of product virtualization technology acceptance for online small consumer electronics shopping. In addition, two external constructs – technology anxiety and innovativeness – showed significant influences on the beliefs(perceived usefulness, ease-of-use and entertainment value). There was no significant gender difference in the overall adoption process of product virtualization technology. More specific consumer characteristics such as time-consciousness, opinion leadership or age differences under different categories may be useful to investigate. Product virtualization technology may provide a valuable tool that online retailers can use to enhance their consumers’purchase behaviour, either by reducing the perceived risk through better online product evaluation or by enhancing consumers’ enjoyment of the shopping process on their web site by increasing the number of unique and repeat traffic visitors to the site and ultimately establish an online competitive advantage.
The final paper by Elena Cedrola and Sabrina Memmo presents the results of an exploratory study focused on a sample of loyalty cardholders by means of telephone interviews. The empirical data demonstrates that loyalty is not created and supported by a loyalty programme and proves how weak and limited such programmes are, especially point collection programmes. Programme effectiveness can however be achieved if there is a continuous search for differentiation and through reduced loss (discounts) and extra gain (prizes)initiatives. The most significant managerial implications concern constant research of technology innovation, improvement of expertise as well as creativity and imagination which support the company in using its resources in a new and original way.
Professor Neil Towers
