The Effects of Consumers’ In-Store Technology Experience on Perceived Interactivity, Retail Brand Commitment, and Revisit Intention in a Korean Beauty Store

ABSTRACT

This study investigated the effects of consumers’ in-store technology experience on perceived interactivity, retail brand commitment, and revisit intention in a Korean flagship beauty store using the stimulus-organism-response model. Based on the literature review, a research framework including 10 hypotheses was developed. For data collection, a field study was conducted on pre-recruited consumers who experienced two types of in-store technology (i.e., skin imaging technology, smart vending machine technology) and answered questions. A total of 164 answers were analyzed applying confirmatory factor analysis and structural equation modeling. As all 10 hypotheses were statistically supported, this study confirmed that consumers’ in-store technology experience intensifies their perceived interactivity and retail brand commitment. In addition, perceived interactivity and retail brand commitment mediated the indirect and positive effects of in-store technology experience on revisit intention. This study is significant in that it identifies the positive effects of in-store technology experience on the perceptions and responses of consumers in physical stores and provides theoretical and managerial implications regarding in-store technology experience.

Disclosure of potential conflict of interest

We have no known conflict of interest to disclose.

Additional information

Notes on contributors

Jiyeon Lee

Jiyeon Lee received a Master’s degree in Fashion Merchandising from Seoul National University and is a data analyst at an economic research institute in South Korea. Her areas of interest include consumer experience, consumer behavior, and technology–consumer interaction in retail settings.

Yuri Lee

Yuri Lee is a professor in the Department of Textiles, Merchandising and Fashion Design at Seoul National University. Her teaching and research topics are related to fashion retailing and services, especially focusing on the application of advanced information and communication technology in a retailing context.

Sunwoo Kim

Sunwoo Kim is a research assistant professor in the Research Institute of Human Ecology at Seoul National University. She has been participating in a technology-consulting project for LG Electronics to develop customized home appliances. Her research interests include human-computer interaction, customized home appliances, and consumer big data analysis.