Emerald | International Journal of Retail & Distribution Management | Table of Contents http://www.emeraldinsight.com/0959-0552.htm Table of contents from the most recently published issue of International Journal of Retail & Distribution Management Journal en-gb Tue, 06 May 2014 00:00:00 +0100 2013 Emerald Group Publishing Limited editorial@emeraldinsight.com support@emeraldinsight.com 60 Emerald | International Journal of Retail & Distribution Management | Table of Contents http://www.emeraldinsight.com/common_assets/img/covers_journal/ijrdmcover.gif http://www.emeraldinsight.com/0959-0552.htm 120 157 Gamification and the online retail experience http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=42&issue=5&articleid=17109464&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification, the use of game mechanics, in enabling consumer engagement with online retailers. <B>Design/methodology/approach</B> - The research adopts a qualitative methodology carrying out 19 in-depth interviews with individuals who are frequent online shoppers. <B>Findings</B> - Findings support the importance of including game elements to enhance the retail experience. However, data also suggests that without appropriate management customers can subvert gamification strategies to create their own ‘games’ which increases competitive pressure between retailers. <B>Practical implications</B> - The paper suggests ways in which retailers might more successfully 'gamify' their online retail stores and reduce incidences of undesirable customer behaviour. <B>Originality/value</B> - This paper provides empirical support to the current paucity of research into the role of gamification in the context of the online retail experience. Article literatinetwork@emeraldinsight.com (Victoria Insley, Daniel Nunan) Tue, 06 May 2014 00:00:00 +0100 Shopping orientations and patronage preferences for Internet auctions http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=42&issue=5&articleid=17109482&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This study analyzes the effect of consumers’ shopping orientations and income on online auction patronage intentions.<B>Design/methodology/approach</B> - The study collected data using a national sample of 3000 online auction consumers over the age of 18, who had purchased from Internet auction sites eBay, Yahoo, or Bargain Hunter in the previous six months and used structural equation modeling for data analysis.<B>Findings</B> - The results suggest that consumers’ price consciousness shopping orientation, which increases shopping in online stores, decreases patronage intentions toward the online auction site. In addition, the findings indicate that consumers’ search orientation, convenience orientation and income level increase patronage intentions towards the online auction site.<B>Originality/value</B> - The key theoretical and academic contribution of this study focuses on testing and integrating the shopping orientations literature in the more modern area of online auction retailing. Practitioners also benefit from the findings of the online auction customer motivations captured by this study. Article literatinetwork@emeraldinsight.com (Pradeep Korgaonkar, Maria Petrescu, Enrique Becerra) Tue, 06 May 2014 00:00:00 +0100 How customers respond to the assistive intent of an E-retailer? http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=42&issue=5&articleid=17109471&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This research aims to investigate how an e-retailer’s assistive intent impacts the perceptions and behaviours of online shoppers. The paper introduces a model that explains and examines the process through which the perceived assistive intent of an e-retailer leads to improved patronage intentions toward the website.<B>Design/methodology/approach</B> - A survey on the most recent e-purchase experiences of more than 600 individuals in North America was conducted. Structural equation modelling based on EQS 6.1 was used to assess the measurement and structural models.<B>Findings</B> - Results indicated that customers’ impressions of an e-retailer’s assistive intent positively impact website patronage intentions both directly and indirectly through two key constructs of e-shopping, including website involvement and website attitudes.<B>Research limitations/implications</B> - The student sample is not representative of the population. Students are familiar with Internet and feel less need for assistance online. Another shortcoming might be its settings. Since the survey was on the respondents’ most recent online experiences, the data quality depends on the amount and accuracy of the information they could retrieve from memory. <B>Practical implications</B> - Our findings suggest that e-retailers would highly benefit from investing in the development of an assistive image. To do so, e-retailers should leverage the interactive nature of the Web and provide supportive tools that facilitate the e-shopping task of clients.<B>Originality/value</B> - This paper represents the first effort to link the newly developed construct of e-retailer’s assistive intent to two fundamental variables of online shopping, including website involvement and website attitudes. This work would also be an extension of the past studies that call for further investigation of the link between customer-orientation and customer’s loyalty intentions. Article literatinetwork@emeraldinsight.com (Saeed Shobeiri, Ebrahim Mazaheri, Michel Laroche) Tue, 06 May 2014 00:00:00 +0100 Online repatronage intention: an empirical study among Malaysian experienced online shoppers http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=42&issue=5&articleid=17109460&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - Prior studies mostly investigate initial shopping intention in developed countries. The aim of this study is to sketch and determine the impact of perceived usefulness (PU), perceived ease of use (PEOU), perceived value (PV), trust (TRT), perceived risk (PR), privacy concern (PC), Internet literacy (IL), satisfaction (SAT) on online repatronage intention (ORI) among Malaysian experienced online shoppers.<B>Design/methodology/approach</B> - A total of 219 valid questionnaires were collected via an online survey among experienced online shoppers across young and old students aged 18 to 31. Subsequently, the two-step Structural Equation Modelling (SEM) technique was employed to empirically examine the proposed integrative theoretical research framework and model fit with maximum likelihood estimation.<B>Findings</B> - Our statistical analyses support the relationships between PU, PV, TRT and SAT with ORI while the relationships between PEOU, PR, PC and IL with ORI were rejected in which all the factors affecting ORI occur similarly across the study sample. The behaviour of experienced online shoppers was found to be different from findings of previous literature that examined initial adoption and intention. Due to the lack of distinction in the literature concerning experienced and inexperienced shoppers, our results show inconsistencies with prior research in examining ORI.<B>Research limitations/implications</B> - We suggest that future research consider multicultural analysis, atmosphere design, developing Internet methodology and the role of flow experience in determining ORI. The research limitations and implications are also discussed.<B>Practical implications</B> - By realizing the differences between inexperienced shoppers and experienced shoppers, online retailers should segment these groups more effectively and should implement a different marketing strategy to target the right segment, right shoppers along with the right marketing tactic. The antecedents of future intention of online shopping are influenced by various variables because the human behaviour is sophisticated in nature. Thus, academicians and practitioners should realise the implications of examining their target population/market based on an assessment of different antecedents.<B>Originality/value</B> - This study is among the few attempts to examine attitudes and behaviour of Malaysian experienced online shoppers who have formed relevant experiences and skills in online shopping. Additionally, we empirically examine and distinct user perception of online retail attributes (including PU, PEOU, PV and PR), pre-purchase user attitudes (including TRT, PC, IL) and post-purchase users attitudes (including SAT) in forming ORI simultaneously. Article literatinetwork@emeraldinsight.com (Sajad Rezaei, Muslim Amin, Wan Khairuzzaman Wan Ismail) Tue, 06 May 2014 00:00:00 +0100 Technology usage intent among apparel retail employees http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=42&issue=5&articleid=17109515&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - The purpose of this study was to identify variables important to acceptance and use of advanced technologies by apparel retail employees and to recommend management strategies for effective technology integration in retail stores.<B>Design/methodology/approach</B> - Current or past retail employees (N=71) were introduced to and given time to use three technologies -- a 3-D body scanner, product configurator, and social networking--in a laboratory setting using a within subjects design. A questionnaire measured participants’ perceptions of each technology in terms of usefulness, enjoyment, ease of use, task importance, technology self-efficacy-- overall participant confidence in using new technology—and usage intent.<B>Findings</B> - Results showed that employee’s perceived usefulness of technology was a mediating influence on usage intent for all three technology types. Enjoyment also emerged as a significant mediator for 3D body scanning technology usage intent. Employees’ high self-efficacy scores corresponded to higher ratings for usefulness of each technology, suggesting that more technologically confident employees would be more likely to use the three types of technology presented in this study as part of their work.<B>Research limitations/implications</B> - The controlled environment of the laboratory setting may limit the generalizability of results to actual retail store settings. Future evaluations of technology usage in actual retail store environment involving both employees and customers are recommended. <B>Originality/value</B> - This research explores the use of advanced in-store technologies from the perspective of apparel retail employees, applying the Technology Acceptance Model. It provides insight as to why employees accept and use innovative technologies that are relevant to their jobs and increase and enhance the points of contact between employees and customers. This knowledge of employee technology usage in the store environment could be used to improve job performance and job satisfaction -- issues that often confront apparel retailers. Article literatinetwork@emeraldinsight.com (Tasha Lewis, Suzanne Loker) Tue, 06 May 2014 00:00:00 +0100 Determinants of mobile coupon service adoption: assessment of gender difference http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=42&issue=5&articleid=17109485&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - The purpose of this study is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on attitudes and the effects of personal innovativeness and subjective norm on behavioral intention to use such services. Gender differences in the process of mobile coupon service adoption were also investigated. <B>Design/methodology/approach</B> - The online survey was distributed to U.S. adult consumers (age 19 and over) recruited through an online sampling service company. A total of 657 useable responses were obtained. <B>Findings</B> - The results showed that in general, compatibility and enjoyment are stronger determinants of attitudes toward mobile coupon adoption than ease of use and usefulness of mobile coupon services. Innovativeness and subjective norm showed strong effects on behavioral intention to use mobile coupon services. Furthermore, the results demonstrated gender differences in the relative strength of perceived characteristics that affect attitudes toward mobile coupon services. Enjoyment and usefulness of mobile coupons appear to be more important for females than males while perceived ease of use is a stronger determinant for males.<B>Originality/value</B> - The results of this study furthers understanding of the commercial use of mobile coupons by providing insights into the factors determining consumer adoption of such mobile services. Article literatinetwork@emeraldinsight.com (Young Ha, Hyunjoo Im) Wed, 16 Apr 2014 00:00:00 +0100