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Article
Publication date: 26 October 2018

Claire Whang and Hyunjoo Im

The advance of technology creates new possibilities for enhancing shopper experience. The purpose of this paper is to gain understanding of a recent innovation found in retail…

1182

Abstract

Purpose

The advance of technology creates new possibilities for enhancing shopper experience. The purpose of this paper is to gain understanding of a recent innovation found in retail environment, a recommender system (RS). Specifically, this study investigated how the retailer’s claims of RS affect consumers’ perception of personalization, and further, trusting beliefs and intentions. Additionally, the effect of sponsored recommendation (SR) on consumers’ perceived trust was explored.

Design/methodology/approach

A 2 (RS claim: personalized/non-personalized)×2 (SR: present/absent)×2 (involvement: high/low) between subject factorial design was employed. An online experiment was conducted. A total of 273 response collected through Amazon MTurk were used for the analysis.

Findings

The findings showed retailer’s claims for RS were enough to increase the perception of personalization. The increased perceived personalization of the RS increased trusting beliefs and trusting intention. For SR, mixed results were found. Disclosing SR increased trusting intentions under the low-involvement condition, but the opposite effect was found under high-involvement condition.

Practical implications

The findings highlight the importance of retailers’ articulating what RS does. This can impact trusting beliefs and trusting intention. Additionally, the findings indicate SRs should be presented in accordance to the decision-making stage. The presence of SRs during the searching stage may positively impact consumer’s perception, but their presence during purchase stage may have a negative impact.

Originality/value

This study is among the first to examine the effect of different retailer’s claims on how the recommendations are generated on shopper’s perception. Also, this is one of few studies to investigate how SRs in RSs impact a shopper’s perception. This research provides insights into how an RS found in retail environment influence shopping experience.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 29 April 2021

Juanjuan Wu, Bo Ra Joo, Ahmad Saquib Sina, Sanga Song and Claire Haesung Whang

The authors conducted an action research study with the aim of understanding current commercial offerings in modular designs in virtual environments and to explore modularity…

1461

Abstract

Purpose

The authors conducted an action research study with the aim of understanding current commercial offerings in modular designs in virtual environments and to explore modularity development based on consumer input for the purpose of personalizing three-dimensional (3D) virtual fashion stores.

Design/methodology/approach

Through five phases of diagnosing, action planning, action taking, evaluating and specifying learning, the authors attempted to diagnose the current commercial offerings of modular designs in virtual spaces and to identify the right type and the number of modules and modular options for personalizing 3D virtual stores based on consumers' actual designs and focus group input. The authors then further conceptualized modules to serve as an example for developing modularity in 3D virtual reality (VR) stores.

Findings

In the diagnosing phase, the authors investigated the modularity structure of cocreating a retail store in two popular virtual worlds: Second Life and The Sims 4. In the evaluation phase, the authors identified modules and modular options for personalizing 3D virtual stores based on a content analysis of consumers' post-design focus group discussions. In the last phase (specifying learning), the authors conceptualized a total of nine modules and 38 modular options for personalizing 3D virtual stores, including style, price point, product category, color, presence of avatar, virtual product try-on, music, product recommendation and product customization.

Originality/value

The significance of this study lies in the pioneering methodological work of identifying, creating and visualizing 3D VR modular store options based on consumer input and in improving the authors’ understanding of current commercial offerings. This study also enriches design theories on cocreation systems. The authors’ suggested modules for personalizing 3D virtual stores could inspire future evidence-based designs to be readily used by VR retailers as well extend the application of mass customization theory from the realm of product development to retail environments.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Available. Content available
Article
Publication date: 7 August 2019

208

Abstract

Details

International Journal of Retail & Distribution Management, vol. 47 no. 7
Type: Research Article
ISSN: 0959-0552

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