What’s the “Thing” in Internet of Things in Grocery Shopping? A Customer Approach

The Internet of Things (IoT) technology presents an opportunity for retail groceries to develop an infrastructure that makes physical things such as mobile phone, shopping basket, store shelves, digital display, and, even the product itself smart, allowing real-time interaction with customers both in the physical store and in the virtual store. The aim of this study was to expand understanding of how IoT can create value in the retail grocery choice situation. To investigate the impact of IoT-related information on consumer choice in a shopping situation, we arranged a conjoint experiment in which participants purchased fresh salmon in a grocery store. The results demonstrated that relative to static information about price, expiry date, quality, and offers given, the real-time information was the most salient stimulus when choosing fresh salmon. Moreover, quality ratings by other customers were the most salient stimuli among real-time information, followed by an offer based on a product in the shopping cart, real-time expiry date, and real-time price. The study is published in Procedia Computer Science.

Situational Factors Influencing Customers’ Credit Use Online: A Behavioral Economic Approach

This study investigated consumers ́credit use online from the perspective of intertemporal choice and focuses on the impact of personalized credit information when choosing a utilitarian versus hedonic product. In a simulated shopping experiment, participants from a Norwegian university college could either save money for the product and get it in the future or buy the product on credit and get it now. A between-group design was used with a randomized selection divided into two groups. The test group received personalized credit information while choosing the utilitarian and hedonic products. The control group did not have this information. Area Under Curve was calculated and used to make statistical operations. Results demonstrated that all participants discounted the saving alternative when the time delay increased, which, therefore, increased their willingness to buy on credit online. Participants ́ discounting of the saving alternative was near the hyperbolic model. Second, a significant difference between the utilitarian versus the hedonic products was found for all participants ́ willingness to buy on credit online. Finally, personalized information about credit debt had little influence on credit use, but some indications related to hedonic product calls for further research. This study is published in the Proceedings of the 51st Hawaii International Conference on System Sciences.