Shoppers' acceptance and perceptions of electronic shelf labels

Autor(en)
Marion Garaus, Elisabeth Wolfsteiner, Udo Wagner
Abstrakt

The emergence of online grocery retailers challenges the pricing strategies of bricks-and-mortar supermarkets. Retailers can use electronic shelf labels (ESLs) to adopt dynamic pricing strategies, to reduce price adjustment costs, and to decrease the error potential associated with wrong prices. To date, no study has investigated consumer perspective on ESLs. The present research employs a field experiment to investigate consumers' acceptance and perceptions of ESLs. In line with the technology acceptance model, the findings reveal that shoppers perceive ESLs as easy to use; however, they are largely unaware of the benefits of ESLs. Furthermore, ESLs provide an easy way to identify a product's price. The results also indicate that ESLs positively influence product quality inferences and store image but do not affect price fairness perceptions.

Organisation(en)
Institut für Rechnungswesen, Innovation und Strategie
Externe Organisation(en)
Privatuniversität Schloss Seeburg
Journal
Journal of Business Research
Band
69
Seiten
3687-3692
Anzahl der Seiten
6
ISSN
0148-2963
DOI
https://doi.org/10.1016/j.jbusres.2016.03.030
Publikationsdatum
09-2016
Peer-reviewed
Ja
ÖFOS 2012
502020 Marktforschung, 502019 Marketing
Schlagwörter
ASJC Scopus Sachgebiete
Marketing
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/shoppers-acceptance-and-perceptions-of-electronic-shelf-labels(c5030253-0586-4de0-9c26-283c99c3edde).html