Generation Z consumers’ expectations of interactions in smart retailing: a future agenda

Priporas, Constantinos-Vasilios and Stylos, Nikolaos and Fotiadis, Anestis (2017) Generation Z consumers’ expectations of interactions in smart retailing: a future agenda. Computers in Human Behavior, 77 . pp. 374-381. ISSN 0747-5632

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Abstract

Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. The aim of this paper is to explore Generation Z consumers’ current perceptions, expectations and recommendations in terms of their future interactions in smart retailing contexts. To do so, we used a qualitative approach by conducting a series of semi-structured in depth interviews with 38 university students-consumers in the UK market. The findings showed that smart technologies have a significant influence on generation Z consumers’ experiences. Moreover, this particular group of consumers expects various new devices and electronic processes to be widely available, thus offering consumers more autonomy and faster transactions. In addition, they expect the technology to enable them to make more informed shopping decisions. Interviewees also stressed the importance of training consumers how to use new smart retailing applications. In addition, some of the participants were sceptical about the effects of further advancing smart retailing on part of the job market. Relevant theoretical and practical implications are also provided.

Item Type: Article
Research Areas: A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 21252
Useful Links:
Depositing User: Costas Priporas
Date Deposited: 09 Feb 2017 16:42
Last Modified: 08 Dec 2018 19:22
URI: http://eprints.mdx.ac.uk/id/eprint/21252

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