文章基本信息

标题：An Approach to Assessing Shopper Acceptance of Beacon Triggered Promotions in Smart Retail
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作者：Nataša Đurđević ; Aleksandra Labus ; Dušan Barać 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2022
卷号：14
期号：6
页码：3256
DOI：10.3390/su14063256
语种：English
出版社：MDPI, Open Access Journal
摘要：This paper studies shopper acceptance for using beacons in the purchase process. The main goal is to examine shopper response to beacon-triggered promotions and propose a model that would help retail practitioners plan the implementation of beacons in stores. The model was evaluated via an in-market test to examine the effects of beacon-triggered promotion on shopper attention, technology acceptance, and the decision to purchase. The test was conducted in Belgrade, Serbia in 10 representative stores where beacons were implemented with 10 twin control stores. The SimplyTastly mobile application was used for sending notifications. Furthermore, two more in-market beacon activations were analysed in Croatia and Bulgaria. The results showed that shoppers accepted beacon technology and that beacon-triggered promotion had a positive impact on shopper attention, purchase behaviour, and the decision to purchase. The results show that the proposed model could serve as a sound basis for the implementation of beacon technology in retail.