Purpose The rapidly expanding coffee market in an emerging economy provides the context for this study, which examines how café cup design in café retailing influences purchase intention. It compares customers of Starbucks (a global semi-luxury brand) and Luckin Coffee (a domestic budget-oriented brand) in China to explore how differences in brand origin and positioning shape the underlying psychological mechanisms that drive consumer responses. Design/methodology/approach Using PLS-SEM, this study examines how aesthetic, symbolic and functional design influence purchase intention through hedonic and utilitarian values, with gender as a moderator. Multigroup analysis is used to compare the two brands. Findings All three design facets significantly influenced hedonic and utilitarian values, which in turn shaped purchase intention. Gender differences were observed only in the Starbucks context (females were hedonic-driven; males were utilitarian-driven), whereas no differences emerged in the Luckin context. Symbolism and utilitarian value effects were stronger for Starbucks than for Luckin. Originality/value This study contributes to the luxury branding and retail merchandising literature by using the everyday café cup as a context to examine consumer preferences for design attributes. It develops an integrated framework that simultaneously examines aesthetics, symbolism, and functionality, thereby advancing research on product design and consumer behaviour. It extends current understanding by demonstrating that functionality contributes to both hedonic and utilitarian value, while revealing gender and brand differences through a social role theory perspective. These findings provide a more comprehensive understanding of how product design shapes consumer behaviour in café retail contexts.
Purpose This study examines the dynamic effect of the level of technological advancement [information and communication technologies (ICT)] on sustainability-oriented service innovation (SOSI) and analyses its impact on both brand equity and customer satisfaction with retail establishments. To this end, a causal model is developed that describes the nature of SOSI, identifies ICT as its main antecedent and suggests brand equity and satisfaction as outcome variables. Furthermore, the proposed model incorporates the use of artificial intelligence (AI) tools as a key element in the retail sector. Design/methodology/approach The quantitative research is conducted through an ad hoc survey of a consumer panel, obtaining a total sample of 1,746 responses from customers of retail establishments in Spain. To examine the proposed relationships, the data are analysed using partial least squares regression. Findings The results show that ICT strengthens customers’ perception of SOSI, increasing both their perception of brand equity and their satisfaction with the establishments. Furthermore, the ICT → SOSI effect varies according to the customer’s level of AI use. Originality/value This study contributes to the retailing and sustainability literature by conceptualising SOSI from the consumer perspective and empirically demonstrating how ICT-driven SOSI translates into brand equity and customer satisfaction, while explicitly accounting for the differences between AI users and non-AI users.
Purpose This study explains how digitalisation types (hard-tech vs. soft-tech) shape omni-channel integration mechanisms and translate into customer satisfaction across institutional contexts. Design/methodology/approach Survey data from omni-channel users in South Korea and Vietnam were analysed using partial least squares structural equation modelling to examine pathways linking digitalisation, operational integration and customer satisfaction. Findings The results show that digitalisation does not uniformly enhance customer satisfaction directly but also operates through differentiated integration mechanisms. Hard-tech and soft-tech exert distinct effects on customer service, order fulfilment, and promotion integration, which drive satisfaction. The strength and significance of these pathways vary across contexts, indicating that integration effectiveness is contingent on institutional and market conditions. Research limitations/implications The study focuses on two countries and primarily examines technological and operational dimensions. Future research may extend this mechanism-based perspective to additional contexts and incorporate organisational and behavioural factors. Originality/value This study advances omni-channel research by shifting the focus from direct effects of digitalisation to integration mechanisms through which value is created. By unpacking the differentiated roles of hard-tech and soft-tech and demonstrating their context-dependent effects, the study offers a more nuanced explanation of how digitalisation translates into satisfaction through specific omni-channel integration mechanisms.
Purpose This research aims to develop a comprehensive typology to classify small retailers based on their technology adoption levels. The study endeavors to map its observations to Rogers' (1995) innovation diffusion theory and, through further data analysis, seeks to elucidate the motivations behind the use of technology in their daily operations. Design/methodology/approach The methodology involved conducting semi-structured interviews with 79 small retailers in North India. Findings A typology was developed to classify small retailers into four categories based on their level of technology adoption: digital starters, digital performers, digitally evolved and digital masters. Rogers' innovation diffusion theory partially explains the heterogeneity in retailers' responses to technology adoption. Research limitations/implications Firms marketing these technologies could develop and propagate case studies of “Digital Masters” to encourage broader adoption. Social implications Small retailers constitute 80–85% of the retail market in most emerging economies and are often protected by government policies. Promoting technology adoption among these retailers could be a key strategy for enhancing their competitiveness, sustainability and tax revenues. Originality/value This research pioneers the proposal of a typology for classifying small retailers based on their technology use. Additionally, it applies Rogers' diffusion of innovation theory to understand their technology adoption behavior and finds that affordability, as an indispensable prerequisite for technology adoption, fundamentally augments Rogers' diffusion of innovation theory by introducing a critical economic dimension.
Purpose This study explores consumer redemption behaviour in linear reward programmes – points-based, savings-type reward programmes in which points are redeemed at a fixed cash-to-points ratio and are subject to a validity period. Design/methodology/approach This study adopts dual process theory to examine how basket-related and expiration-related factors influence redemption behaviour through cognitive evaluation of the focal basket and affective responses, respectively. Specifically, we consider basket-related factors – basket size, non-points discount amount and the proportion of previously unpurchased items – and expiration-related factors – points expiration pressure and recently expired points. We analyse transaction-level purchase and point redemption data from a large-scale linear reward programme using a two-part model of whether consumers redeem points and how much they redeem. Findings Consumers redeem points strategically in response to both basket-related and expiration-related factors. Basket-related factors influence redemption through cognitive evaluation of perceived savings, perceived goal progress and perceived risk in the focal basket, whereas expiration-related factors influence redemption through affective responses associated with anticipated and experienced regret. Originality/value This study refines the understanding of point redemption in linear reward programmes by showing that redemption is shaped jointly by basket-related and expiration-related factors at the transaction level. By integrating these factors within a dual process perspective, it offers new insight into strategic consumer behaviour in point redemption.
