Improving the global competitiveness of retailers using a cultural analysis of in-store digital innovations
by Charles V. Trappey; Amy J.C. Trappey; Elma Mulaomerovic
International Journal of Technology Management (IJTM), Vol. 70, No. 1, 2016

Abstract: Global retailers are expanding their business to countries with diverse cultures and consumer preferences. Competitive and sustainable retail chains require advanced e-services linked to in-store digital innovations. This research focuses on cultural dimensions and the implications of implementing global and internet-linked e-service innovations. The research studies how cultural dimensions influence consumers' attitudes toward five types of retail innovations. The cultural dimensions include uncertainty avoidance and collectivistic cultural dimensions to predict acceptance. The research case compares differences between Taiwanese and Swedish university students. A multi-attribute model shows that Taiwanese prefer innovations with a lower level of self-service. On the other hand, Swedish prefer opposite types of retail innovations. We propose future research to show that these barriers of acceptance can be lowered through the use of advertising, social media, and in-store interaction between customers and staff. The research yields new research directions to help international retailers develop competitive strategies to fit the cultural characteristics of consumers.

Online publication date: Fri, 12-Feb-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Management (IJTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com