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How observation of other shoppers increases the in-store use of mobile technology

Author

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  • Darvasi, Gábor
  • Spann, Martin
  • Zubcsek, Peter Pal

Abstract

Digital technologies enable brick-and-mortar retailers to improve customer engagement and retention. In this study, the authors investigate how in-store use of mobile technology can leverage the social nature of offline shopping to increase customer usage of a retailer's promotional mobile app. Analyzing a large dataset from a nationwide retailer by estimating a Zero-Inflated Negative Binomial (ZINB) model, they find a significant effect of in-store observation of other shoppers' use of the retailer's mobile promotion app on both app usage and the number of m-coupon redemptions. However, in-store advertising reduces the effect of observing other shoppers on the number of m-coupons redeemed per app usage.

Suggested Citation

  • Darvasi, Gábor & Spann, Martin & Zubcsek, Peter Pal, 2024. "How observation of other shoppers increases the in-store use of mobile technology," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004459
    DOI: 10.1016/j.jretconser.2023.103694
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