Consumer innovativeness: Impact on expectations, perceptions, and choice among retail formats
Consumer innovativeness: Impact on expectations, perceptions, and choice among retail formats
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DOI：
10.1016/j.jretconser.2010.08.004
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发表时间：
2010-11
影响因子：
10.4
通讯作者：
Kendra Fowler;Eileen Bridges
中科院分区：
文献类型：
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作者：
Kendra Fowler;Eileen Bridges
创新性的个体差异可能会推动消费者对零售环境的期望和看法，影响对特定商店形式的偏好。本研究探讨消费者创新的期望和感知的影响，服务设计元素，包括员工的表现，流程设计，设计的实物证据，和可靠性的购物体验。调查结果表明，大多数消费者期望高性能沿着所有尺寸和不喜欢令人惊讶的商店，特别是那些他们认为有风险的。此外，创新的消费者期望更高水平的商店属性，实际上感知商店不同，比不太创新的消费者。
Individual differences in innovativeness may drive consumer expectations and perceptions regarding retail environments, influencing preferences for particular store formats. This research investigates the impact of consumer innovativeness on expectations for, and perceptions of, service design elements, including employee performance, process design, design of physical evidence, and reliability of the shopping experience. Findings indicate that the majority of consumers expect high performance along all dimensions and dislike surprising stores, specifically those they perceive as risky. Moreover, innovative consumers expect even higher levels of store attributes and in fact perceive stores differently than do less innovative consumers.