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EnglishThis research aims to analyse the potential impact of new technologies on the shopping experience with particular reference to the shopping values (utilitarian and/or hedonistic). For collecting a preliminary answer to the research question, Authors have selected 9 cases of technology implementation at a retail level thanks to a secondary data analysis on retailing reports about innovations (GS1, Deloitte, PwC, Kiki Lab). Using a demi-structured research protocol, 5 retail marketing specialists were asked to express their evaluation about the potential impact of new technologies on shopping values. Relying on this exploratory research results, Authors propose 3 qualitative clusters of technology implementations at a retail level depending on the prevalence of utilitarian or hedonistic values.
| Titolo: | The influence of new technologies on shopping values: an exploratory research at a retail level | |
| Autore/i: | Gaetano Aiello; Raffaele Donvito; Virginia Vannucci | |
| Autore/i Unibo: | ||
| Anno: | 2016 | |
| Titolo del libro: | Marketing & retail nei mercati che cambiano. Atti del 13° Convegno SIM | |
| Pagina iniziale: | 1 | |
| Pagina finale: | 6 | |
| Abstract: | This research aims to analyse the potential impact of new technologies on the shopping experience with particular reference to the shopping values (utilitarian and/or hedonistic). For collecting a preliminary answer to the research question, Authors have selected 9 cases of technology implementation at a retail level thanks to a secondary data analysis on retailing reports about innovations (GS1, Deloitte, PwC, Kiki Lab). Using a demi-structured research protocol, 5 retail marketing specialists were asked to express their evaluation about the potential impact of new technologies on shopping values. Relying on this exploratory research results, Authors propose 3 qualitative clusters of technology implementations at a retail level depending on the prevalence of utilitarian or hedonistic values. | |
| Data stato definitivo: | 27-feb-2022 | |
| Appare nelle tipologie: | 4.01 Contributo in Atti di convegno |
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