Purpose This study aims to investigate the effectiveness of different digital nudging architectures in promoting sustainable consumer behaviour during the shopping experience. This research addresses a critical research gap by providing the first empirical comparison of theoretically grounded digital nudging models specifically designed to foster conscious shopping decisions. Design/methodology/approach A between-subjects experimental design involving 195 participants was implemented to compare the impact of three digital nudging architectures – make together, in-sourcing and crowd-sourcing – on multiple consumer outcomes. These outcomes include engagement, perceived usefulness, willingness to pay a premium price, trust in the retailer, retailer credibility and commitment to charitable initiatives. Findings All three digital nudging architectures elicited generally positive consumer evaluations, although with differentiated outcome profiles. The only statistically significant difference concerned the perceived relevance of the initiative, which was higher in the crowd-sourcing condition than in the make together condition. Descriptive patterns further suggest that crowd-sourcing is associated with stronger relational and engagement-oriented responses, in-sourcing with higher perceived usefulness and retailer credibility and make together with stronger purchase-related responses such as intention to buy and willingness to pay a premium. Research limitations/implications Managerial implications are provided for designing engaging, ethically responsible digital nudges and sustainability campaigns in retail environments. Originality/value To the best of the authors’ knowledge, this is the first empirical study to compare distinct digital nudging architectures in a sustainability context, offering a structured, theory-driven evaluation. The study advances knowledge in behavioural marketing and digital retailing by (1) offering a structured comparison of nudging architectures for sustainability goals, (2) evaluating how such interventions influence cognitive, emotional and behavioural consumer outcomes, (3) emphasising the strategic role of retailers in digital sustainability communication and (4) addressing the ethical acceptability of nudging in preserving consumer autonomy.

The Metaverse is a rapidly developing technology that has attracted interest from various companies. Experts predict exponential growth in profits from the Metaverse market in the coming years. However, early stages of innovation often bring uncertain and speculative impressions, making its direction, timing, and future unclear. The viability of the Metaverse as either an innovation that fails or as the next technological revolution is questionable in its own right. Academically, the Metaverse has generated interest across various disciplines, including psychology, marketing, and legal studies. The aim of this study is to systematically consolidate the growing literature to understand the intricate dynamics of consumer behavior and marketing practices in this evolving sphere. To achieve this, a comprehensive bibliometric analysis was carried considering 284 contributions from the Web of Science on the Metaverse in business, management, marketing, and communication using quantitative analysis tools such as VOSviewer and SciMAT. The study provides insight into pioneering contributions, prominent authors, central themes, and emerging research challenges related to the Metaverse. The results contribute towards better understanding of the Metaverse, enabling well-informed decisions for efficient marketing strategies and future advancements in this ever-evolving realm for both practitioners and researchers.

Purpose The research aims to understand how smart speakers are perceived by their actual and potential users, their attitude towards smart speakers and consequently their intention to use them. Design/methodology/approach The authors apply a structural equation modelling (SEM) approach to test the research hypotheses through data coming from a structured questionnaire. Findings The results show that the higher the importance attributed to usefulness and ease of use, the higher the positive attitude that in turn positively affects the intention to use smart speakers. A significant relationship also emerged between task technology fit and attitude towards smart speakers, as well as between perceived enjoyment and attitude towards smart speakers. Perceived privacy risk, innovativeness and social attraction have been found to not significantly impact attitudes towards smart speakers. Originality/value Although several academic studies have focused on various aspects of smart technologies, only a few studies discuss the factors that push consumers to use smart speakers for activities related to commercial transactions. Therefore, looking at the rapid rise of smart speakers for daily tasks and the gradual acceptance of voice interaction with digital tools, the authors proposed a study about Italian users' intention to use smart speakers. Specifically, to fill the gap in the existing literature, the authors applied a SEM approach to identify utilitarian and hedonic benefits that motivate the use of these devices.

The penetration of mobile devices has reshaped consumers' shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key drivers of consumers' initial adoption and the continuance intention to use mobile devices for purchasing. To achieve this goal, we conduct a meta-analysis, in which we integrate the findings from the literature and apply a structural equation modeling approach. Our work builds on the existing theories (Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology) and offers an extensive understanding of the variables that shape mobile shopping behavior. Based on 207 articles, with 228 studies, 4,354 effect sizes, a total sample size of 68,944 shoppers, our findings show that mobile shopping is influenced by variables that reflect the evolution of technological innovations and the consequent improvement of the functionality and convenience of mobile devices (previous digital experience and ubiquity). Managerially, based on these findings, we provide a future research agenda and the key implications for firms to develop for a successful marketing strategy throughout the mobile customer journey. Companies should focus on both utilitarian and hedonic variables to stimulate the intention to use the mobile for the first time. In addition, to increase continuance intention to use mobile for shopping, they improve customer satisfaction, through enjoyment and the three dimensions of quality of the mobile channel. (c) 2022 New York University. Published by Elsevier Inc. All rights reserved.

Frame of the research:The increase in the penetration rate of smartphones (3 billion smartphone users in 2020), together with the spread of broadband connectivity, represents a driving force for e-commerce that will increasingly be supported by mobile technology.By the end of 2021, 72.9% of global e-commerce sales will be generated via m-commerce and that by 2023 m-commerce will increase by 250% from 1.9 trillion US dollars in 2018 to 4.3 trillion US dollars.In light of these considerations, it is not surprising that, in the last two decades, research on m-commerce and the factors that determine its use has increased considerably Objectives: The work aims to provide a systematization of research on the topic of mobile commerce through a bibliometric analysis of the literature on m-commerce from a consumer behavior perspective in order to identify the most studied and emerging strands, which may represent future areas of research as well as useful directions for manufacturers and retailers that intend to develop m-commerce and omnichannel management strategies.Methodology: The work is based on a bibliometric analysis of the literature on mobile commerce from a consumer behavior perspective analyzing the contributions published from January 2000 to July 2020.The research was carried out following two phases: identifying contributions through the online database Web of Science (WoS) and bibliometric analysis through SciMAT.Findings: The results of a bibliometric analysis conducted on the research contributions of the last 20 years provide a clear picture of future research directions and the areas on which companies will have to focus in the development of omnichannel business models.Through the WoS database, 275 articles were collected, then analyzed with SciMAT in the two time periods 2000-2015 and 2016-2020.In the first period, contributions focused on identifying the antecedents of mobile commerce adoption and its relationships with trust, loyalty and customer satisfaction and its repeated use.In the second period, the focus was on interaction with other channels, with a multichannel and omnichannel perspective.Research limits: Although WoS is considered the most suitable data source for most publications, some contributions included in other databases may have been overlooked.In addition, the research does not take into account the contributions of the whole of 2020, which was most impacted by the effects of the COVID-19 pandemic.Practical implications: From a research perspective, it is possible to draw up the evolutionary picture of the topic, identifying the most covered and emerging strands representing valid opportunities for future research.From a managerial perspective, the research systematizes the results of existing studies by providing useful indications on mobile commerce strategies in retailing.

PurposeThe purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping preparation or as a tool for self-regulation.Design/methodology/approachData were obtained through a single-stage mall intercept survey method using a structured questionnaire involving 406 respondents interviewed after checkout. Data analysis was conducted using a structural equation modelling approach with LISREL 8.8.FindingsThe results support most elements of the hypothesis of the proposed conceptual framework. Specifically, findings show the impact of mobile usage on shopping behaviour, which results in fewer impulse purchases.Practical implicationsThe research demonstrates how shoppers using mobile devices in-store felt less of an urge to purchase during shopping, resulting in fewer unplanned purchases. The effects of mobile device use on in-store purchasing decisions are designed to create a new scenario for the practice of shopper marketing, and retailers and manufacturers will have to seek new ways to capture consumers’ attention in-store and to influence shoppers’ perceptions early in the shopping cycle without diminishing the role of in-store marketing levers.Originality/valuePrior research found the antecedents of impulse-buying in individual characteristics, situational variables and endogenous variables. However, it did not consider mobile pre-shopping factors or mobile usage. Filling the gap in the existing literature, this work sets out to develop a comprehensive model of impulse-buying that considers the impact of mobile usage on shopping behaviour.

PurposeThe research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand shopping behavior in the online retailing setting. In addition, the research focuses on the role of privacy concerns in affecting avoidance or adoption of OBA.Design/methodology/approachThe authors apply a structural equation modeling (SEM) approach with partial least square (PLS) regression method to test the research hypotheses through data coming from a structured questionnaire.FindingsOBA is a controversial type of advertising that activates opposing reactions on consumers' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising.Originality/valuePrior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Specifically, filling the gap in the existing literature, our research applies an SEM approach to identify both benefits and risks and the antecedents of the actual behavior of individuals in terms of actual purchases promoted by OBA.

About thirty-five years ago the trend of investing in flagship stores in the fashion and luxury sectors started, and has not stopped even since the last economic crisis. Recently, flagship stores have expanded into new sectors. There is an increased interest in flagship stores; but until now, they have received little attention in academic research. Published papers are mainly related to the fields of luxury shopping and internationalization studies. Nowadays, the term “flagship store” is ambiguous; it has different meanings. A flagship brand store is, in general terms, the most important, expensive, and representative store of the brand. It has to show the full range of products and services offered. Usually it is the largest store, in the most prestigious location, and adopts original store design solutions; they offer new facilities, and a very high service level. Moreover, flagship designers are famous and prestigious architects; (“Signature” architects, or “Archistars”) and the aim is to create iconic buildings. The store design solutions are different from other mono-brand stores or franchisee outlets of the company. Academic research until recent years has overlooked studying the trend of the main luxury and fashion international companies opening flagship stores; which are the most expensive type of retail stores to own, nevertheless a number of questions remain. The purposes of this paper are (1) to consider the evolution of the role of the main types of flagship stores, (2) to establish whether flagship stores constitute a marketing innovation, (3) to discuss factors pushing firms to develop flagship stores and finally, (4) to assess implications for management. In order to answer to our research questions, the study adopts a qualitative approach, in the belief that this type of research is consistent with the research questions. Particularly, we adopted two research methods: interviews and cases studies. We collected interviews with store designers and entrepreneurs. Finally, some information was also collected from secondary sources such as web sites or company news. Our study provides relevant information for marketing managers considering the cost of investing in flagship stores. Vertical branding and new flagship brand stores are becoming increasingly widespread among different firms and sectors, and are bringing to the forefront a requirement for new skills. Particularly in the store design phase, where firms need to be able to take part in constructive dialogue with a wide variety of professional profiles like architects, internal designers, and visual merchandisers. They need a new approach to decoding and displaying the primary values of a brand through innovative store design solutions and sales points, which should be inspired by the communication and entertainment industries. Flagship brand stores should be designed and run to be unique unrepeatable places, able to enhance brand image and provide animation and entertainment value to the brand. Furthermore, flagship store success depends on the firm’s ability to integrate interdisciplinary issues and commercial and artistic-creative communication.

The digital transformation has changed the rules of the game even in the world of fashion, luxury and fast-fashion retail. The fashion system today faces the challenge of renewing business models to intercept changes in purchasing and consumption behavior. Competition is played in the ability to create multi and omnichannel business models. The present work, after a careful analysis of the literature and the changes that have taken place in the fashion world, aims to study some innovative business models in the fashion system and in particular to investigate the perspectives of the physical store threatened by the digital transformation. The research offers points for reflection on the future of omnichannel fashion retailing. Will technology be able to create value for new consumers in the future? Moreover, from the retailers’ perspective, case analysis will clarify which technologies are characterizing fashion sales points with the best performances in Retail 4.0. Finally, a section will be dedicated to the presentation of a theoretical framework on the adoption of omnichannel fashion retailing figured out through a review of the literature and managerial implications.

One of the most discussed topics in the academic literature is the adoption of new technologies by consumers. However, researchers conducted few studies on the adoption of mobile apps for grocery shopping. Particularly, the few researches carried out focused on the adoption of mobile commerce by consumers, while no study was concerned with the use of mobile applications out-of-store, as means for shopping preparation or in-store, as tools for self-regulation. Since individuals are becoming increasingly reliant on mobile technologies, understanding the role of mobile devices in influencing the attitude of consumers towards the app’s adoption in the grocery retail setting is extremely important for retailers and manufacturers who should develop mobile apps to exploit consumers’ mobile dependence in order to influence consumer and buying behavior during the path-to-purchase. The study we proposed led to the development of a new version of the technology adoption model of a smart mobile application for grocery shopping, in the Italian retail context, which could help researchers and managers better understand the shoppers’ behaviour in the new retail landscape. Our model includes variables related to the use of the mobile both out-of-store, as a means of shopping preparation, and in-store, as a tool for self-regulation.

Purpose The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device changes the shopper behavior in terms of planned and unplanned purchases even across different retail store formats. Design/methodology/approach Data were obtained using a structured questionnaire from 406 respondents interviewed in hypermarket and discount stores, after the checkout. Data were measured through t -tests and the analysis of variance. Findings The mobile intensifies a process of preparation making it popular and the same across the different store formats, confirming how the growing convergence, making store formats less distinctive in the eyes of the consumer, has somewhat flattened and standardized the pre-shopping out-of-store preparation. Practical implications The pervasiveness and the versatility of the mobile, and its ability to influence the decision-making processes, leads to important managerial questions and implications regarding the effectiveness of in-store marketing initiatives and the need to review the mix of out-of-store and in-store investments, with the knowledge that the consumer will continue to become even more prepared and well informed in the future. Originality/value Mobile devices could be used out-of-store, as a tool for shopping preparation, and in-store as a tool for self-regulation. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the buying behavior of shoppers.

The widespread mobile connectivity has not only changed the way we interact and communicate, but has significantly impacted on consumer decision-making process. Consumers in a retail setting use mobile devices with different purposes: finding information on the web, comparing pricing and purchasing goods and services. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the purchasing decisions in-store. This topic is of great importance in grocery sector since retailers and manufacturers devote many investments in instore marketing activities with the aim to influence consumers’ decisions and stimulate impulse purchases. The rise of the mobile channel has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of in-store marketing levers in influencing shopping behavior. Manufacturers and retailers are worried that the mobile could potentially distract the customer from the products and services offered within the store. Our research intends to explore the impact of in-store mobile technology use on shopper behavior instore in order to understand its effects on planned versus unplanned purchases. According to our preliminary results, consumers using mobile technology instore make less unplanned items and fail to purchase more planned items. Moreover, the use of mobile technology negatively affects shoppers’ ability to recall in-store stimuli. Our findings are interesting for both retailers and manufacturers who are looking for new ways to better address their marketing efforts and increase consumers’ engagement instore.

Over the last decade, retailers and manufacturers alike are increasing their attention to the role of instore mobile technology use with the aim to understand its impact on consumers’ decision making process. The rise of the mobile channel, in fact, has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of in-store marketing levers in influencing shopping behaviour.This topic is of paramount importance in grocery sector since retailers and manufacturers devote a lot of investments in instore marketing activities with the aim to influence consumers’ decisions and stimulate impulse purchases. Nevertheless, there are few contributions about the influence of the mobile technology in a retail setting and its effects on buying behavior inside the store.Our research intends to explore the impact of in-store mobile technology use on shopper behavior instore in order to understand its effects on planned versus unplanned purchases. According to our preliminary results, consumers using mobile technology instore make less unplanned items and fail to purchase more planned items. Moreover, the use of mobile technology negatively impacts shoppers’ ability to recall in-store stimuli. Our findings are interesting for both retailers and manufacturers who are looking for new ways to better address their marketing efforts and increase consumers’ engagement instore.

The rise of the Internet, mobile technologies and digital disruption have changed the retail business as well as the implementation of the levers of retail mix and the behavior of shoppers. Online channel has become an appealing channel where retailers can sell their products and services. The proliferation of channels and touch points has affected not only consumer behavior but also companies' business models. Many retailers have started to develop multichannel and omnichannel strategies by adding new channels through which interact with the customers. Retailers are now concentrating on how shoppers are influenced by new technologies and how they switch across channels during their research and buying process. Omnichannel retailing, defined as the conceptualization of the complete integration of all channels, with no distinction between the online and the physical channel, is the new retailing paradigm of today. The topic itself is particularly relevant as technological development continue to disrupt retail strategies and practitioners are debating as to how to respond. Particularly, managers are worried about how to manage the several touch points, which are now simultaneously available to customers. Concerning with the present research, we attempt to describe this development by analyzing the existing literature about topics that we can classify within the omnichannel paradigm. In order to explain how both literature and business models are moving from multichannel retailing towards the implementation of omnichannel strategies, we follow a blended approach based on literature review, theoretical background as well as some interesting managerial insights resulting from business’ case histories. To address the concerns of managers and retailers about the new challenges they will need to face in implementing an omnichannel retailing approach, we present a theoretical framework, concerning with the adoption of the omnichannel as an innovative strategy in the overall marketing strategies. To deal with the topic we start from three research questions that guide our literature review as well as our theoretical framework. We investigate what are the key drivers that have stimulated retailers to develop an omnichannel retailing strategy, what are the new challenges that retailers will need to face when they decide to implement an omnichannel strategy in their overall marketing strategy and finally what are the possible outcomes of a correct and successful implementation of an omnichannel retailing strategy. Therefore, our theoretical framework explains key drivers, new challenges and potential outcomes coming from the adoption of the omnichannel retailing in order to help managers and practitioners who might decide to enter the omnichannel retailing.