Drivers and outcomes of a shopper-retailer's app relationship
| Author | Abu Farha, Allam K. |
| Author | El Hedhli, Kamel |
| Author | Alnawas, Ibrahim |
| Author | Zourrig, Haithem |
| Author | Becheur, Imene |
| Available date | 2024-10-30T08:44:01Z |
| Publication Date | 2024 |
| Publication Name | Journal of Retailing and Consumer Services |
| Resource | Scopus |
| ISSN | 9696989 |
| Abstract | Drawing on the theory of consumption values, consumer-brand relationship paradigm and "lovemark" notion, the reported research offers insights into the role of retail apps in cultivating meaningful relationships with mobile shoppers. The storyline of this research is that a strong shopper-retailer's app relationship is manifested by app respect and app love, which in turn, yield active app-supportive behaviors such as app evangelism and app defense. Both app respect and app love underpin shoppers' perceptions of an array of utilitarian- and hedonic-laden values derived from shopping apps. Data collected in retail fashion apps' settings lend support to the proposed model. App respect is more derived from the app's utilitarian-laden values, whereas app love is more derived from the app's hedonic-laden values. More specifically, functional and epistemic values, as utilitarian-laden values, generate app respect. Conditional, emotional, and social values, as hedonic-charged values, yield app love. Furthermore, app respect and app love generate distinct retailer's app relational outcomes; while app respect influences app defense, app love has more influence on app evangelism. The paper discusses the theoretical and managerial implications of the findings and offers directions for future research. |
| Sponsor | The conditional value of an object (e.g., a mobile shopping app) lies in its ability to cater to users' specific needs and circumstances, offering invaluable assistance in various shopping situations (Sheth et al., 1991). The ubiquitous nature of shopping apps inherently yields conditional value to shoppers (Zolkepli et al., 2021). This is evident in their ability to offer convenience and accessibility, irrespective of time or place. With 24/7 availability and cross-device compatibility, these apps enable users to shop at their convenience, whether at home, on the go, or during moments of downtime. By eliminating the constraints of physical store hours and geographical barriers, shoppers can embark on shopping activities efficiently and effortlessly anywhere at any time. Furthermore, the app's conditional value resides in its capacity to allow shoppers obtain their very specific and unique items and products with ease. For example, with features such as saved wish lists, reminder notifications, and seamless checkout processes, shoppers can ensure that their decisions are well-thought out and aligned with their unique tastes. In the same vein, features such as live chat support, virtual assistants, and augmented reality tools enhance users' ability to gather relevant information and seek assistance as needed, thereby increasing the conditional value of the app (Aslam and Davis, 2024).Open Access funding provided by the Qatar National Library. |
| Language | en |
| Publisher | Elsevier |
| Subject | Consumer-brand relationship Defense Evangelism Fashion app Lovemark Retail app Shopping values Theory of consumption values |
| Type | Article |
| Volume Number | 81 |
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