Design and Evaluation of Auto-ID Enabled Shopping Assistance Artifacts in Customers’ Mobile Phones: Two Retail Store Laboratory Experiments

MIS Quarterly, Vol. 41, No. 1, pp. 83-117, 2017

32 Pages Posted: 15 Oct 2020

See all articles by Viswanath Venkatesh

Viswanath Venkatesh

Virginia Polytechnic Institute and State University - Pamplin College of Business

John Aloysius

University of Arkansas - Department of Supply Chain Management

Hartmut Hoehle

University of Arkansas - Department of Information Systems

Scot Burton

University of Arkansas - Sam M. Walton College of Business

Date Written: August 26, 2017

Abstract

There has been widespread use of auto-ID technologies. With the increasing diffusion of smartphones, the potential to serve content to shoppers using auto-ID technologies is starting to receive interest. Using a design science approach, we design and build, theorize about, and compare six shopping assistance artifacts by manipulating the hardware design — bar-code scanner versus radio frequency identification (RFID) reader — and content design — product information versus product review versus both. We theorize about how these artifact conditions will compare to a control condition (no shopping assistance artifact available) across three sets of outcomes: technology adoption, security beliefs, and shopping. We tested our propositions in two experiments — wherein the task was varied: general browsing and shopping (n = 227) versus goal-directed shopping (n = 221) — conducted in a retail store laboratory. The RFID reader was most favorably received in terms of technology adoption outcomes and shopping outcomes, although it was most negatively viewed in terms of security beliefs. We also found that the content design conditions (i.e., product information, product reviews, and both) were perceived favorably. In a post hoc analysis, we found a two-way interaction of hardware and content designs such that content fueled by RFID was perceived most favorably in terms of technology adoption and shopping outcomes, whereas it was most negatively viewed in terms of security beliefs. Interestingly, the two-way interaction was most pronounced in the goal-directed shopping condition such that the most positive effects were observed for RFID in combination with both product information and reviews.

Keywords: Auto-ID Technologies, RFID, Product Reviews, Technology Adoption

Suggested Citation

Venkatesh, Viswanath and Aloysius, John and Hoehle, Hartmut and Burton, Scot, Design and Evaluation of Auto-ID Enabled Shopping Assistance Artifacts in Customers’ Mobile Phones: Two Retail Store Laboratory Experiments (August 26, 2017). MIS Quarterly, Vol. 41, No. 1, pp. 83-117, 2017 , Available at SSRN: https://ssrn.com/abstract=3681120

Viswanath Venkatesh (Contact Author)

Virginia Polytechnic Institute and State University - Pamplin College of Business ( email )

VA
United States

HOME PAGE: http://vvenkatesh.com

John Aloysius

University of Arkansas - Department of Supply Chain Management ( email )

AK
United States

Hartmut Hoehle

University of Arkansas - Department of Information Systems ( email )

United States

Scot Burton

University of Arkansas - Sam M. Walton College of Business ( email )

Fayetteville, AR 72701
United States

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