All by myself? - Reluctance towards Digital Devices in Retailing.
(2018) BUSN39 20181Department of Business Administration
- Abstract
- The purpose of this study is to investigate the barriers of consumer adoption of digital technologies in retail stores. Specifically, this thesis examines the underlying reasons behind consumer reluctance towards the adoption of digital devices in retail stores and how to overcome this customer reluctance towards digital tools in retailing from a consumer perspective. Furthermore, the research adopts a qualitative approach, where first empirical observations were conducted detecting a low level of consumer adoption, before collecting the empirical data through twelve in-depth interviews. By using self-scanning machines in the Swedish retailer ICA as an empirical context, this thesis investigates the above-mentioned aim through twelve... (More)
- The purpose of this study is to investigate the barriers of consumer adoption of digital technologies in retail stores. Specifically, this thesis examines the underlying reasons behind consumer reluctance towards the adoption of digital devices in retail stores and how to overcome this customer reluctance towards digital tools in retailing from a consumer perspective. Furthermore, the research adopts a qualitative approach, where first empirical observations were conducted detecting a low level of consumer adoption, before collecting the empirical data through twelve in-depth interviews. By using self-scanning machines in the Swedish retailer ICA as an empirical context, this thesis investigates the above-mentioned aim through twelve in-depth interviews. This thesis contributes to an identified literature gap regarding the reasons for consumer reluctance towards adopting digital tools in-store. Consumer’s reasons for this reluctance are investigated in-depth for guaranteeing a contribution to existing literature regarding digitalization of physical retail stores, through exploring the concept of value co-creation of retailers and consumers mediated by digital devices in-store. From the empirical analysis, our findings extend previous literature, by providing more in-depth and new insights and therefore enhancing previous research in the field of digitalization in- store. Specifically, a lack of information and miscommunication regarding the usage and the benefits of digital devices, a consumer fear of encountering mistakes when using these tools, as well as a lack of incentives for their usage are found through our research. These findings are relevant, as they not only contribute to filling the identified research gap with showing various reasons for consumer reluctance, but they also serve as valuable input for overcoming the reluctance of adopting digital devices in retailing. Our claim of value co-creation being applicable in the context regarding the implementation and adoption of digital devices in retail stores can be identified as one leading aspect of our outcomes, which is especially broadening existing literature. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8955050
- author
- Fiorini, Raffaela LU and Moser, Nathalie LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Retail, In-Store Digitalization, Consumer Reluctance, Value Co-Creation, Self- Scanning Devices
- language
- English
- id
- 8955050
- date added to LUP
- 2018-07-30 14:03:36
- date last changed
- 2018-07-30 14:03:36
@misc{8955050,
abstract = {{The purpose of this study is to investigate the barriers of consumer adoption of digital technologies in retail stores. Specifically, this thesis examines the underlying reasons behind consumer reluctance towards the adoption of digital devices in retail stores and how to overcome this customer reluctance towards digital tools in retailing from a consumer perspective. Furthermore, the research adopts a qualitative approach, where first empirical observations were conducted detecting a low level of consumer adoption, before collecting the empirical data through twelve in-depth interviews. By using self-scanning machines in the Swedish retailer ICA as an empirical context, this thesis investigates the above-mentioned aim through twelve in-depth interviews. This thesis contributes to an identified literature gap regarding the reasons for consumer reluctance towards adopting digital tools in-store. Consumer’s reasons for this reluctance are investigated in-depth for guaranteeing a contribution to existing literature regarding digitalization of physical retail stores, through exploring the concept of value co-creation of retailers and consumers mediated by digital devices in-store. From the empirical analysis, our findings extend previous literature, by providing more in-depth and new insights and therefore enhancing previous research in the field of digitalization in- store. Specifically, a lack of information and miscommunication regarding the usage and the benefits of digital devices, a consumer fear of encountering mistakes when using these tools, as well as a lack of incentives for their usage are found through our research. These findings are relevant, as they not only contribute to filling the identified research gap with showing various reasons for consumer reluctance, but they also serve as valuable input for overcoming the reluctance of adopting digital devices in retailing. Our claim of value co-creation being applicable in the context regarding the implementation and adoption of digital devices in retail stores can be identified as one leading aspect of our outcomes, which is especially broadening existing literature.}},
author = {{Fiorini, Raffaela and Moser, Nathalie}},
language = {{eng}},
note = {{Student Paper}},
title = {{All by myself? - Reluctance towards Digital Devices in Retailing.}},
year = {{2018}},
}