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- W3189363963 abstract "Retailers adopt digitalization strategies in order to enrich the customer experience at the point of sale. Mobile-in-store techniques are built on various technologies and deliver different benefits to customers. They deliver utilitarian, hedonic, and symbolic benefits, but can also be regarded as intrusive. This raises questions about consumers’ interest in them. A quantitative survey was administered online to mobile users to investigate the degree of interest for each technique. The results highlight the moderating role of shopping orientations: when the mobile-in-store technique is congruent (versus incongruent) with the shopper profile, it increases (versus decreases) the interest in it. This research leads us to suggest that retailers could offer a “bundle” of techniques adapted to each customer profile." @default.
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- W3189363963 date "2019-01-01" @default.
- W3189363963 modified "2023-09-23" @default.
- W3189363963 title "Interest in mobile-in-store techniques: Taking into account shopping orientations" @default.
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