In-store interactive advertising screens: The effect of interactivity on impulse buying explained by self-agency
| Autor: | Bob M. Fennis, Anne Moes, Tibert Verhagen, Marieke L. Fransen, H. Van Vliet |
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| Přispěvatelé: | Faculteit Digitale Media en Creatieve Industrie, Lectoraat Creative Media for Social Change, Lectoraat Digital Commerce, Kenniscentrum Create-It, Lectoraat Doorwerking van Praktijkgericht Onderzoek, Research Programme Marketing |
| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Journal of Research in Interactive Marketing, 16, 3, pp. 457-474 Journal of Research in Interactive Marketing, 16, 457-474 Journal of Research in Interactive Marketing, 16(3), 457-474. Emerald Group Publishing Ltd. Journal of Research in Interactive Marketing, 16(3), 457-474. Emerald Insight |
| ISSN: | 2040-7122 |
| Popis: | PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings. |
| Databáze: | OpenAIRE |
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