Priporas, C.; Stylos, N.; Fotiadis, A.

Generation Z consumers' expectations of interactions in smart retailing: a future agenda

Article

Priporas, C., Stylos, N. and Fotiadis, A. 2017. Generation Z consumers' expectations of interactions in smart retailing: a future agenda. Computers in Human Behavior. 77, pp. 374-381. https://doi.org/10.1016/j.chb.2017.01.058

Publication dates
Type	Article
Title	Generation Z consumers' expectations of interactions in smart retailing: a future agenda
Authors	Priporas, C., Stylos, N. and Fotiadis, A.
Abstract	Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. The aim of this paper is to explore Generation Z consumers’ current perceptions, expectations and recommendations in terms of their future interactions in smart retailing contexts. To do so, we used a qualitative approach by conducting a series of semi-structured in depth interviews with 38 university students-consumers in the UK market. The findings showed that smart technologies have a significant influence on generation Z consumers’ experiences. Moreover, this particular group of consumers expects various new devices and electronic processes to be widely available, thus offering consumers more autonomy and faster transactions. In addition, they expect the technology to enable them to make more informed shopping decisions. Interviewees also stressed the importance of training consumers how to use new smart retailing applications. In addition, some of the participants were sceptical about the effects of further advancing smart retailing on part of the job market. Relevant theoretical and practical implications are also provided.
Research Group	Strategic Marketing, Consumer Behaviour and Branding/Identity group
Publisher	Elsevier
Journal	Computers in Human Behavior
ISSN	0747-5632
Online	31 Jan 2017
Print	01 Dec 2017
Publication process dates
Deposited	09 Feb 2017
Accepted	29 Jan 2017
Output status	Published
Publisher's version	1-s2.0-S0747563217300729-main_Vol_77_2017_CCBYNCND.pdf License CC BY-NC-ND 4.0
Accepted author manuscript	Gen Z consumers in smart retailing.docx Gen_Z_consumers_in_smart_retailing.pdf License CC BY-NC-ND 4.0
Copyright Statement	© 2017. This manuscript is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Digital Object Identifier (DOI)	https://doi.org/10.1016/j.chb.2017.01.058
Language	English

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