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Kundenwirkung von „Holographic Shop**“, „Augmented Reality“ und „Embodied Robots“ im Handel

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Marketing und Innovation in disruptiven Zeiten

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Zusammenfassung

Innovative Technologien im Handel sind vielversprechend, aber Verbraucher reagieren auf diese unterschiedlich. Während nur wenige Erkenntnisse hierzu vorliegen, ist es wertvoll zu analysieren, mit welchen Kundenreaktionen Unternehmen beim Einsatz innovativer Technologien rechnen müssen. In dieser Studie wird die Wirkung von Holographic Shop**, Augmented Reality und Embodied Robots auf die Kundenzufriedenheit, das Word-of-Mouth und die Wiederkaufabsicht bei Handelsunternehmen analysiert. Die Autoren nutzen das Technology Acceptance Model als theoretische Basis und drei Konsumentenbefragungen im Fashioneinzelhandel. Im Ergebnis werden nicht nur unterschiedliche Wirkungen der Technologien auf die Kaufverhaltensgrößen deutlich, sondern auch unterschiedliche Wirkungspfade. Die Ergebnisse haben direkte Implikationen für Forscher und Manager, die wissen möchten, wie die zunehmend bedeutenden Technologien aus Sicht der Kunden bewertet werden und wie sie wirken.

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Notes

  1. 1.

    Die systematische Literaturrecherche umfasste 24 führende internationale Zeitschriften in den Bereichen Einzelhandel, Dienstleistungen und Marketing und konzentrierte sich auf empirische Studien, die seit 2005 veröffentlicht wurden, sowie auf Querzitationen. Die verwendeten Schlagworte waren Innovative Touchpoints, AR, Virtual Reality, Holographic Shop**, Voice Assistance und Robots.

  2. 2.

    Das TAM ist von hoher wissenschaftlicher Relevanz, u. a. da es rund 40 % der Varianz der Absicht einer Person, eine Technologie zu nutzen, erklärt (Venkatesh & Hillol, 2008), es bei Google Scholar mit rund 66.000 Zitaten aufgeführt ist und vielfach weiterentwickelt, abgewandelt genutzt wurde, bis hin zur Literatur im Kontext dieser Studie (siehe Tab. 10.1).

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Authors and Affiliations

  1. Professur für Marketing & Handel, Universität Trier, Trier, Deutschland

    Bernhard Swoboda & Nils Fränzel

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  1. Bernhard Swoboda
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  2. Nils Fränzel
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Correspondence to Bernhard Swoboda .

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Editors and Affiliations

  1. Ehem. Inhaber der Professur für Business- und Dienstleistungsmarketing, Freie Universität Berlin, Berlin, Deutschland

    Michael Kleinaltenkamp

  2. Professur für Marketing, Innovation und E-Business, Universität Trier, Trier, Deutschland

    Lorenz Gabriel

  3. Professur für Marketing, Innovation und E-Business, Universität Trier, Trier, Rheinland-Pfalz, Deutschland

    Julian Morgen

  4. Professur für Marketing, Innovation & E-Business, Universität Trier, Trier, Deutschland

    Mi Nguyen

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Swoboda, B., Fränzel, N. (2023). Kundenwirkung von „Holographic Shop**“, „Augmented Reality“ und „Embodied Robots“ im Handel. In: Kleinaltenkamp, M., Gabriel, L., Morgen, J., Nguyen, M. (eds) Marketing und Innovation in disruptiven Zeiten. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-38572-9_10

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