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Essays on the effect of retail innovation on consumer behavior

  • As a result of the convergence of online and offline retailers, and due to the notoriously low margins in the retail environment, innovation and technology have become more and more competitive differentiators. The purpose of this cumulative dissertation is to explore consumers’ behavioral reactions towards those technological innovations in brick and mortar retailing. As it is not feasible to consider every available technology in its own right, the focus of this dissertation is limited to the following three recent technologies: mobile payment, electronic shelf labels, and electric vehicle charging stations. By conducting experiments (Paper 1 and Paper 3) and leveraging real transaction data from a retailer (Paper 2), the author was able to formulate and investigate various research hypotheses, including a positive influence of new technology on the willingness to pay (Paper 1), mere revenue effect (Paper 2), and shopping intentions (Paper 3).

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Document Type:Doctoral Thesis
Author:Joe Boden
Contributor(s):Erik Maier, Manfred Kirchgeorg
Chairs and Professorships:Chair of Marketing Management and Sustainability
Chair of Marketing and Retail
Full text/ URN:urn:nbn:de:bsz:14-qucosa2-381021
Title Additional (English):Dissertation
Place of publication:Leipzig
Year of Completion:2019
Page Number:II, 26, III-CII
Tag:Consumer behavior; Retail; Technology; Willingness to pay
Licence (German):License LogoUrheberrechtlich geschützt