Pantano, E.; Priporas, C.; Foroudi, P.

Innovation starts at the storefront: modelling consumer behaviour towards storefront windows enriched with innovative technologies

Article

Pantano, E., Priporas, C. and Foroudi, P. 2019. Innovation starts at the storefront: modelling consumer behaviour towards storefront windows enriched with innovative technologies. International Journal of Retail & Distribution Management. 47 (2), pp. 202-219. https://doi.org/10.1108/IJRDM-07-2018-0120

Publication dates
Type	Article
Title	Innovation starts at the storefront: modelling consumer behaviour towards storefront windows enriched with innovative technologies
Authors	Pantano, E., Priporas, C. and Foroudi, P.
Abstract	Research into the introduction of innovative technologies directly at the storefront window is limited. The aim of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role of personal innovativeness in the decision process This study employed a sample of 341 consumers who approached this new kind of storefront in two well-known apparel stores in the centre of New York city. A self-administered questionnaire was used as a tool for data collection. Findings empirically demonstrate that when consumers sense that there are innovative interactive technologies in the storefront windows, they are willing to enter the store, generate positive word of mouth communication (sharing the positive experience with friends). Our study is the first to investigate the combination of consumer innovativeness and storefront window on the behavioural attitude, supported with quantitative evidence.
Publisher	Emerald
Journal	International Journal of Retail & Distribution Management
ISSN	0959-0552
Online	04 Apr 2019
Print	16 Apr 2019
Publication process dates
Deposited	16 May 2019
Accepted	29 Jan 2019
Output status	Published
Digital Object Identifier (DOI)	https://doi.org/10.1108/IJRDM-07-2018-0120
Language	English

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