research-article

Investigating the effects of smart technology on customer dynamics and customer experience

Authors:

Pantea Foroudi,

Suraksha Gupta,

Uthayasankar Sivarajah,

Amanda BroderickAuthors Info & Claims

Computers in Human Behavior, Volume 80, Issue C

Pages 271 - 282

https://doi.org/10.1016/j.chb.2017.11.014

Published: 01 March 2018 Publication History

Abstract

Increased use of smart technologies by customers is leading to recognition of their influence on the shopping experiences of customers by practitioners. However, the academic literature fails to acknowledge the influence of smart technology usage, combined with behavioural intention of the customer, on the dynamics and experience of customers. This research utilises explanatory research at the preliminary stage to examine this phenomenon in a retail setting. A conceptual framework was created, based on the scholarly knowledge available in extant literature, and was tested using a survey of a convenience sample of 330 consumers shopping in a high-end retail store in London, United Kingdom. Structural Equation Modelling (SEM) via AMOS was employed to test the proposed model. This study contributes to technology adoption based consumer behaviour literature, by explaining the ability of learning commitment to drive the participation of an individual, but its inability to influence their behavioural intention. Findings of this research also reflect on the role of customer dynamics and customer experience in embracing innovative application of smart technologies in a retail setting. The results and implications included in our study also contribute to the understanding of the determinants that affect customer dynamics and customer experience when making use of smart technologies. Commitment to learn has an effect on customer participation and dynamics.Customer dynamics have an effect on customer experience in a retail environment.Impacts of customer behavioural intention on customer participation and customer dynamics.Smart technologies affect the traditional customer decision making process in a retail context.

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cover image Computers in Human Behavior

Computers in Human Behavior Volume 80, Issue C

March 2018

473 pages

ISSN:0747-5632

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Copyright © The Authors.

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Elsevier Science Publishers B. V.

Netherlands

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Published: 01 March 2018

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