India’s lonely and isolated consumers shopping for an in-store social experience
India’s lonely and isolated consumers shopping for an in-store social experience
复制标题
印度孤独和孤立的消费者购买店内社交体验
DOI：
10.1108/mip-12-2017-0338
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发表时间：
2018
影响因子：
4.4
通讯作者：
Alan J. Dubinsky
中科院分区：
文献类型：
--
作者：
Brent Smith;Cindy B. Rippé;Alan J. Dubinsky
目的
本文的目的是调查如何社会孤独，情感孤独和社会孤立与印度消费者的享受社会互动与店内销售人员。
设计/方法/方式
超过300名印度受访者接受了关于个人性格、购物体验和其他因素的调查。利用偏最小二乘结构方程模型对研究模型和假设进行评估。
结果
正如假设的那样，印度消费者处理孤独和社会孤立倾向于享受店内购物体验，包括与销售人员的个人互动。此外，销售人员的适应性销售与消费者对销售人员输入的服从倾向以及三种结果（即对销售人员的信任、购买意愿和零售光顾）正相关。
独创性/价值
这项研究填补了目前市场营销和零售文献的空白，提供了第一个已知的消费者的孤独和社会孤立的经验调查。总的来说，研究表明，在文化集体主义的新兴市场中，以商店为基础的零售商可以利用其独特的能力，通过店内销售人员的互动来吸引和留住购物者。
Purpose
The purpose of this paper is to investigate how social loneliness, emotional loneliness and social isolation relate to Indian consumers’ enjoyment of social interaction with an in-store salesperson.
Design/methodology/approach
Over 300 Indian respondents are surveyed about personal disposition, shopping experiences and other factors. The research model and hypotheses are evaluated utilizing partial least squares structural equation modeling.
Findings
As posited, Indian consumers dealing with loneliness and social isolation tend to enjoy in-store shopping experiences involving personal interactions with salespersons. Further, salespersons’ adaptive selling relates positively to consumers’ predisposition to comply with salesperson input and three outcomes (i.e. trust in salesperson, purchase intention and retail patronage).
Originality/value
This study fills a void in current marketing and retailing literature, providing one of the first known empirical investigations of consumers’ experiences with loneliness and social isolation. Overall, the study shows that store-based retailers within culturally collectivistic emerging markets can capitalize on their unique ability to attract and retain shoppers through in-store salesperson interactions.