Technology-enabled personalization in retail stores: Understanding drivers and barriers

Anne-Sophie Riegger,Jan F. Klein,Katrin Merfeld,Sven Henkel

Journal of Business Research（2021）

引用 84|浏览6

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摘要

•We conceptualize technology-enabled personalization (TEP) in smart retailing.•Drivers of TEP are utilitarian, hedonic, control, interaction, and integration.•Barriers to TEP are exploitation, interaction misfit, privacy, and lack of confidence.•The juxtaposition of drivers and barriers reveals five success paradoxes for TEP.

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关键词

Smart retail,Personalization,Retail innovation,Technology paradoxes,Explorative study

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