University of St.Gallen
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In-store Consumer Behavior : How Mobile Recommendation Agents Influence Usage Intentions, Product Purchases, and Store Preferences

abstract Product information given in purchase situations influences purchase behavior. In online purchase situations, the use of recommendation agents increases the value of product information as information becomes adaptive and thus more relevant to consumers’ information needs. Correspondingly, mobile recommendation agents (MRAs) may also increase the value of product information in bricks-and-mortar stores. In this sense, product information is not only adaptive but can also be requested at any place such as in front of products consumers are interested in. Because unprecedented, we investigate the use of a MRA that is virtually bound to a physical product via an RFID-enabled mobile device and provides product information. Based on Theory of Planned Behavior, Innovation Diffusion Theory, and Technology Acceptance Model, we develop a model to better understand the impact of MRAs on usage intentions, product purchases and store preferences of consumers. This model is then tested in a lab experiment (n = 47). Among high usability scores, results indicate that perceived usefulness of a MRA influences product purchases, predicts usage intentions and store preferences of consumers. Thus, new business models for retail stores can be considered in which MRAs satisfy both the information needs of consumers and the communication needs of retailers
   
type journal paper
   
keywords Consumer behavior; Decision support system; Personal digital assistant
   
project Interactive Knowledge Stack (IKS)
language English
kind of paper journal article
date of appearance 1-7-2010
journal Computers in Human Behavior
publisher Elsevier Science (Amsterdam)
ISSN 0747-5632
ISSN (online) 1873-7692
DOI 10.1016/j.chb.2010.01.006
volume of journal 26
number of issue 4
page(s) 697-704
review double-blind review
   
citation Kowatsch, T., & Maass, W. (2010). In-store Consumer Behavior: How Mobile Recommendation Agents Influence Usage Intentions, Product Purchases, and Store Preferences. Computers in Human Behavior, 26(4), 697-704, DOI:10.1016/j.chb.2010.01.006.