The customer experience literature on innovative technologies in retailing
| Technology | Authors | Retail area | Service platform | Key findings |
|---|---|---|---|---|
| Augmented reality | Poushneh and Vasquez-Parraga (2017) | Apparel | E-shopping | AR shapes user experience, user satisfaction, and willingness to buy |
| Smink et al. (2019) | Cosmetics | E-shopping | AR enhances perceived informativeness and enjoyment of the shopping experience. AR is perceived as intrusive, but against expectations, this does not lead to any negative effects | |
| Watson et al. (2018) | Cosmetics | Mobile app | An experiential AR retail application positively impacts purchase intention. This effect is mediated by a positive affective response. Hedonic shopping motivation moderates the relationship between augmentation and the positive affective response | |
| Virtual reality | Vrechopoulos et al. (2009) | General | Website | Consumers visit a virtual world for entertainment and social purposes, while product variety and safety in transactions are the most important store selection criteria |
| Yang and Xiong (2019) | Apparel | Virtual fitting room | VFR can have a sizable positive effect on sales, it can be counterproductive when used improperly. VFR may not increase sales if used in combination with conventional product visualizations because self-discrepancy becomes salient under this condition. VFR significantly influences post-sales outcomes, i.e., it enhances customer satisfaction and reduces product return rate | |
| Pizzi et al. (2019) | Grocery chain | VR-integrated store | VR has a negative impact on satisfaction that is moderated by perceived assortment size, and that VR elicits both utilitarianism and hedonism, which mediate the impact of the channel on store satisfaction differently but equally | |
| Artificial intelligence | Guzman (2018) | General | Mobile voice assistants | Users of mobile assistants orient toward a technology, instead of thinking they are interacting with a human, but, in contrast to existing research, attend to different technologies |
| Hsiao and Chang (2019) | General | Digital voice assistants (DVA) | DVA is a tool that can improve delivery persons' work and operational efficiency while that industry's operators expect DVA to improve their ability to serve customers before operators adopt it | |
| Pillai et al. (2020) | Shopping malls and retail stores | AI-powered automated store | Consumers' innovativeness and optimism affect the perceived ease of use and perceived usefulness. Insecurity negatively affects the perceived usefulness of AI retail stores. Perceived ease of use, usefulness, and enjoyment, customization, and interactivity are significant predictors of the shopping intention of consumers in AI-powered stores | |
| Internet of Things | Hoffman and Novak (2018) | General | Smart objects | Four specific consumer experience assemblages: enabling experiences, comprising agentic self-extension and communal self-expansion, and constraining experiences, comprising agentic self-restriction and communal self-reduction |
| Balaji and Roy (2017) | General | Retail technologies | Ease of use, superior functionality, aesthetic appeal, and presence are key determinants of value co-creation for IoT retail technology | |
| Wu et al. (2017) | General | Smart objects | A friend-like interaction style produces more positive brand warmth and enhances brand competence and has a positive effect on users' brand attachment | |
| Blockchain | Neyer and Geva (2017) | Payment mechanism | Cryptocurrency; Bitcoin | Blocktech is not superior to existing payment mechanisms, except in certain niche circumstances. Major breakthroughs will be required before adoption becomes widespread |
| Frey et al. (2016) | General | Beacon; Mobile app | Customers' personal data are protected by a blockchain-based storage network | |
| Drones | Yoo et al. (2018) | General | Air delivery system | The advantages of speed and environmental friendliness, complexity, performance and privacy risk, affect drone delivery adoption. Personal innovativeness positively affects adoption intention |
| Hwang et al. (2019) | Food | Air delivery system | MCI (motivated consumer innovativeness) positively affect attitude and behavioral intentions. Attitude has a positive influence on desire and behavioral intentions |
| Technology | Authors | Retail area | Service platform | Key findings |
|---|---|---|---|---|
| Augmented reality | Apparel | E-shopping | AR shapes user experience, user satisfaction, and willingness to buy | |
| Cosmetics | E-shopping | AR enhances perceived informativeness and enjoyment of the shopping experience. AR is perceived as intrusive, but against expectations, this does not lead to any negative effects | ||
| Cosmetics | Mobile app | An experiential AR retail application positively impacts purchase intention. This effect is mediated by a positive affective response. Hedonic shopping motivation moderates the relationship between augmentation and the positive affective response | ||
| Virtual reality | General | Website | Consumers visit a virtual world for entertainment and social purposes, while product variety and safety in transactions are the most important store selection criteria | |
| Apparel | Virtual fitting room | VFR can have a sizable positive effect on sales, it can be counterproductive when used improperly. VFR may not increase sales if used in combination with conventional product visualizations because self-discrepancy becomes salient under this condition. VFR significantly influences post-sales outcomes, i.e., it enhances customer satisfaction and reduces product return rate | ||
| Grocery chain | VR-integrated store | VR has a negative impact on satisfaction that is moderated by perceived assortment size, and that VR elicits both utilitarianism and hedonism, which mediate the impact of the channel on store satisfaction differently but equally | ||
| Artificial intelligence | General | Mobile voice assistants | Users of mobile assistants orient toward a technology, instead of thinking they are interacting with a human, but, in contrast to existing research, attend to different technologies | |
| General | Digital voice assistants (DVA) | DVA is a tool that can improve delivery persons' work and operational efficiency while that industry's operators expect DVA to improve their ability to serve customers before operators adopt it | ||
| Shopping malls and retail stores | AI-powered automated store | Consumers' innovativeness and optimism affect the perceived ease of use and perceived usefulness. Insecurity negatively affects the perceived usefulness of AI retail stores. Perceived ease of use, usefulness, and enjoyment, customization, and interactivity are significant predictors of the shopping intention of consumers in AI-powered stores | ||
| Internet of Things | General | Smart objects | Four specific consumer experience assemblages: enabling experiences, comprising agentic self-extension and communal self-expansion, and constraining experiences, comprising agentic self-restriction and communal self-reduction | |
| General | Retail technologies | Ease of use, superior functionality, aesthetic appeal, and presence are key determinants of value co-creation for IoT retail technology | ||
| General | Smart objects | A friend-like interaction style produces more positive brand warmth and enhances brand competence and has a positive effect on users' brand attachment | ||
| Blockchain | Payment mechanism | Cryptocurrency; Bitcoin | Blocktech is not superior to existing payment mechanisms, except in certain niche circumstances. Major breakthroughs will be required before adoption becomes widespread | |
| General | Beacon; Mobile app | Customers' personal data are protected by a blockchain-based storage network | ||
| Drones | General | Air delivery system | The advantages of speed and environmental friendliness, complexity, performance and privacy risk, affect drone delivery adoption. Personal innovativeness positively affects adoption intention | |
| Food | Air delivery system | MCI (motivated consumer innovativeness) positively affect attitude and behavioral intentions. Attitude has a positive influence on desire and behavioral intentions |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.