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Increasing Shopper Trust in Retailer Technological Interfaces via Auditory Confirmation

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  • Reynolds-McIlnay, Ryann
  • Morrin, Maureen

Abstract

This research examines the effects of sounds made by retail technological interfaces – self-checkout kiosks, credit card readers, mobile apps, websites – at point-of-sale. We propose that such sounds, retail transaction auditory confirmation (RTAC), increase trust in technological interfaces by providing auditory confirmation that stages of the checkout process have been successfully executed. Increased trust in technological interfaces leads to positive downstream consequences in the form of satisfaction and purchase intention. Visual and auditory distraction in the retail environment reduces trust, even when visual confirmation is provided, but synchronously provided audio-visual confirmation attenuates the negative effects of environment distraction.

Suggested Citation

  • Reynolds-McIlnay, Ryann & Morrin, Maureen, 2019. "Increasing Shopper Trust in Retailer Technological Interfaces via Auditory Confirmation," Journal of Retailing, Elsevier, vol. 95(4), pages 128-142.
    • Handle: RePEc:eee:jouret:v:95:y:2019:i:4:p:128-142
    DOI: 10.1016/j.jretai.2019.10.006
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    References listed on IDEAS

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    Cited by:

    1. Ringler, Christine & Jones, Carol L. Esmark & Stevens, Jennifer L., 2022. "The Ostrich effect: Feeling hidden amidst the ambient sound of human voices," Journal of Retailing, Elsevier, vol. 98(4), pages 593-610.
    2. Pantano, Eleonora & Viassone, Milena & Boardman, Rosy & Dennis, Charles, 2022. "Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Sharma, Piyush & Ueno, Akiko & Kingshott, Russel, 2021. "Self-service technology in supermarkets – Do frontline staff still matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Ni Wayan Masri & Athapol Ruangkanjanases & Shih-Chih Chen, 2020. "The Effects of Product Monetary Value, Product Evaluation Cost, and Customer Enjoyment on Customer Intention to Purchase and Reuse Vendors: Institutional Trust-Based Mechanisms," Sustainability, MDPI, vol. 13(1), pages 1-20, December.

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    More about this item

    Keywords

    Retail environment; Sensory marketing; Sounds; Trust; Point-of-sale transaction; Multi-modal confirmation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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