Engaging consumer through the storefront: evidences from integrating interactive technologies
Pantano, Eleonora (2016) Engaging consumer through the storefront: evidences from integrating interactive technologies. Journal of Retailing and Consumer Services, 28 . pp. 149-154. ISSN 0969-6989 [Article] (doi:10.1016/j.jretconser.2015.09.007)
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Abstract
Although previous studies identified the importance of storefront windows on consumer’s entry decision, there is still a lack of research on engaging consumers at the storefront through the integration with interactive technologies. The purpose of this study is to carry out an exploratory investigation into the consumers preference for a certain store based on the storefront windows (in terms of entry decision), with emphasis on the current most attractive interactive technologies. Thus, we examine the extent to which an exploratory sample of consumers is influenced by storefront interactive technologies. Emotional aspects emerge as the most influencing ones in the case of traditional storefronts, while both emotional and functional aspects emerge as the most influencing factors while considering the integration of interactive technologies. In particular, our results shed light on the way these elements can be managed for the design of future attractive storefront windows, by providing important insights for scholars and practitioners.
Item Type: | Article |
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Research Areas: | A. > Business School > Marketing, Branding and Tourism |
Item ID: | 18788 |
Notes on copyright: | © 2015. This author's accepted manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/ |
Depositing User: | Eleonora Pantano |
Date Deposited: | 28 Jan 2016 10:25 |
Last Modified: | 09 Jun 2021 13:09 |
URI: | https://eprints.mdx.ac.uk/id/eprint/18788 |
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