Tag: Online Shopping

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Exploring the Use of Shopper-Facing Technology to Reduce Showrooming

The phenomenon of showrooming has given brick-and-mortar stores even greater challenges throughout the past decade of the growth in smartphone information technology. This study explores how smartphone technologies can be used to reduce showrooming. A conjoint experiment (n= 163) was conducted to examine factors like price, salesperson interference, and information search, and offers real-time data provided by in-store Internet of Things (IoT) technologies via a smartphone. Findings show that personalized offers with a scarcity message was the most impactful factor in the likelihood to buy, discouraging showrooming. This study reveals the relative impact of different attributes that can be provided on a shopper-facing smartphone application that provides real-time data using IoT technologies. Access to real-time information is important for showroomers to help encourage them to buy the product in-store rather than online. Offline retailers must use IoT technologies to enhance the consumer shopping journey and help support in-store purchases or purchase from the retailer’s online web shop. The full research paper can be found in Procedia Computer Science.

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Information, ingestion, and impulsivity: The impact of technology-enabled healthy food labels on online grocery shopping in impulsive and non-impulsive consumers

Unhealthy food consumption is a problem for society, companies, and consumers. This study explores how technology-enabled healthy food labels can impact food choice in an online grocery store context. We conceptualized unhealthy and healthy food choice as a matter of impulsivity problems. Three technology-enabled healthy food labels were derived based on variables that might impact self-control, and their influence on food choice was investigated.

In this study of 405 people, food labels that encouraged self-monitoring, pre-commitment, and social comparison impacted the consumers food choices. For the more impulsive easters, self-monitoring and pre-commitment proved to have a stronger effect. In comparison to non-impulsive eaters, which were more effected by social comparison. Overall, the findings suggest that self-monitoring of previous healthy food choices might be more effective than pre-commitment based on discounts on healthy food products, but these differences were minor. This paper is published at Frontiers in Nutrition.

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Price consciousness as basis for Thai and Finnish young adults’ mobile shopping in retail stores

This short paper, published in Procedia Computer Science, explores the connection between price-conscious shopping habits and the use of smartphones for in-store shopping among young adults from Thailand and Finland. Through a cross-national survey, the study finds that price-conscious consumers are more likely to use mobile shopping in retail stores. Thai consumers had a stronger association to price consciousness and mobile shopping, than for Finnish consumers. These insights suggest that cultural factors can impact how a consumers mobile shopping behavior is influenced by their price awareness

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The relative importance of healthy food labels when shopping for groceries online

Healthy food labels are popular tools to encourage consumers to make healthier food choices. This study, published in Procedia Computer Science, explores how online grocery shopping decisions is influenced by healthy food labels. A conjoint study with 111 participants discovered that factors, such as price, brand and country of origin, had a stronger impact on purchase decisions than healthy food labels. Still, the presence of a healthy food label increased the likelihood of a product being selected. Results of the study also show gender differences, as healthy food labels had a stronger impact on female consumers. These findings present the opportunities to enhance the effectiveness of healthy food labels in influencing consumers food choices. It is evident that simply presenting healthy food labels on products is equally beneficial for consumers, manufacturers, and policymakers alike.

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The relationship between young consumers’ decision-making styles and propensity to shop clothing online with a smartphone

Consumer behavior in retail is changing due to the adoption of technologies such as the internet and the smartphone. This study, published in Procedia Computer Science, focuses on studying the relationship between young consumers’ decision-making styles and their propensity to shop clothing online with a smartphone. Using the Consumer Styles Inventory (CSI) as a foundation, a survey of young adults identified four key factors; brand consciousness, fashion consciousness, impulsiveness, and recreational shopping behavior, that strongly correlate with the frequency of browsing and purchasing clothing online through smartphone. These findings are important for retailers aiming to increase revenue through mobile shopping solutions.