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Shoppers' acceptance and perceptions of electronic shelf labels

Author

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  • Garaus, Marion
  • Wolfsteiner, Elisabeth
  • Wagner, Udo

Abstract

The emergence of online grocery retailers challenges the pricing strategies of bricks-and-mortar supermarkets. Retailers can use electronic shelf labels (ESLs) to adopt dynamic pricing strategies, to reduce price adjustment costs, and to decrease the error potential associated with wrong prices. To date, no study has investigated consumer perspective on ESLs. The present research employs a field experiment to investigate consumers' acceptance and perceptions of ESLs. In line with the technology acceptance model, the findings reveal that shoppers perceive ESLs as easy to use; however, they are largely unaware of the benefits of ESLs. Furthermore, ESLs provide an easy way to identify a product's price. The results also indicate that ESLs positively influence product quality inferences and store image but do not affect price fairness perceptions.

Suggested Citation

  • Garaus, Marion & Wolfsteiner, Elisabeth & Wagner, Udo, 2016. "Shoppers' acceptance and perceptions of electronic shelf labels," Journal of Business Research, Elsevier, vol. 69(9), pages 3687-3692.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3687-3692
    DOI: 10.1016/j.jbusres.2016.03.030
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    References listed on IDEAS

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    Cited by:

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    2. Davari, Arezoo & Iyer, Pramod & Rokonuzzaman, Md, 2016. "Identifying the determinants of online retail patronage: A perceived-risk perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 186-193.
    3. Fagerstrøm, Asle & Eriksson, Niklas & Sigurdsson, Valdimar, 2020. "Investigating the impact of Internet of Things services from a smartphone app on grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Pillai, Rajasshrie & Sivathanu, Brijesh & Dwivedi, Yogesh K., 2020. "Shopping intention at AI-powered automated retail stores (AIPARS)," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    5. Hillen, Judith & Fedoseeva, Svetlana, 2021. "E-commerce and the end of price rigidity?," Journal of Business Research, Elsevier, vol. 125(C), pages 63-73.

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