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首页> 外文期刊>Frontiers in Psychology >Measuring Consumer Engagement in Omnichannel Retailing: The Mobile In-Store Experience (MIX) Index
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Measuring Consumer Engagement in Omnichannel Retailing: The Mobile In-Store Experience (MIX) Index

机译：衡量Omnichannel零售的消费者参与：移动店内经验（混合）指数

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We draw insights from Activity Theory within the field of human-computer interaction to quantitatively measure a mobile in-store experience (MIX), which includes the suite of shopping activities and retail services that a consumer can engage in when using their mobile device in brick-and-mortar stores. We developed and validated a nine-item, formative MIX index using survey data collected from fashion consumers in the United States ( n = 1,267), United Kingdom ( n = 370), Germany ( n = 362), and France ( n = 219). As survey measures of consumer engagement in omnichannel retailing using a mobile device, the index items with stronger factor loadings described in-store shopping activities whereas those with weaker factor loadings described activities related to behavioral targeting and social networking. These results suggest that retailers should give consumers the autonomy to independently find, evaluate and purchase merchandise in brick-and-mortar stores, thereby enabling them to co-create personalized shopping experiences as active participants within an omnichannel retail servicescape. Our findings also suggest that retailers should provide consumers with more authentic ways to build community and brand affiliations than mobile marketing and social media promotions. In-store activities should not simply be a migration of pre-existing e-commerce capabilities onto mobile devices. An engaging mobile in-store experience should be an amalgam of physical and digital activities that produce a seamless shopping journey and leverage the unique properties of mobile devices – ultra-portability, location sensitivity, untetheredness, and personalization. Retail executives can use the validated MIX index to prepare strategic investments in mobile technology applications and capabilities for retail stores within their omnichannel operations. The nine-item MIX index is also well-suited for consumer surveys, which also makes it an attractive measure of consumer engagement in omnichannel retailing for future academic research.
机译：我们在人机互动领域内的活动理论展示了活动理论，以定量测量移动店内经验（混合），其中包括消费者在砖中的移动设备时可以参与的购物活动和零售服务套件 - 砂浆商店。我们开发并验证了使用来自美国时尚消费者收集的调查数据（N = 1,267），英国（N = 370），德国（n = 362）和法国（n = 219 ）。作为使用移动设备的全能零售零售的消费者参与的调查措施，具有更强的因子载荷的指数项目描述了店内购物活动，而具有较弱的因子装载的人则描述了与行为目标和社交网络有关的活动。这些结果表明，零售商应该为消费者提供独立查找，评估和购买商品在实际商店中的自主权，从而使他们将个性化购物体验与Omnichannel Retail Servicescape共同创建为积极参与者。我们的调查结果还表明，零售商应该为消费者提供比移动营销和社交媒体促销更真实的方式来建立社区和品牌隶属关系。在店内活动不应仅仅是将预先存在的电子商务功能迁移到移动设备上。一个有吸引力的移动店内经验应该是一个用于产生无缝购物之旅的物理和数字活动的汞合金，并利用移动设备的独特属性 - 超便携性，位置灵敏度，不可阻止和个性化。零售高管可以使用经过验证的MIX指数来准备在他们的Omnichannel操作中的移动技术应用程序和能力的战略投资。九件物品混合指数也非常适合消费者调查，这也使其成为未来学术研究的全部禁区消费者参与的衡量标准。

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