Shoppers' acceptance and perceptions of electronic shelf labels

Author(s)
Marion Garaus, Elisabeth Wolfsteiner, Udo Wagner
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.

Organisation(s)
Department of Accounting, Innovation and Strategy
External organisation(s)
Privatuniversität Schloss Seeburg
Journal
Journal of Business Research
Volume
69
Pages
3687-3692
No. of pages
6
ISSN
0148-2963
DOI
https://doi.org/10.1016/j.jbusres.2016.03.030
Publication date
09-2016
Peer reviewed
Yes
Austrian Fields of Science 2012
502020 Market research, 502019 Marketing
Keywords
ASJC Scopus subject areas
Marketing
Portal url
https://ucrisportal.univie.ac.at/en/publications/shoppers-acceptance-and-perceptions-of-electronic-shelf-labels(c5030253-0586-4de0-9c26-283c99c3edde).html