@article{c546f0fc3ab8448ca265b2b4bad4dda2,
title = "How observation of other shoppers increases the in-store use of mobile technology",
abstract = "Digital technologies enable brick-and-mortar retailers to improve customer engagement and retention. In this study, the authors investigate how in-store use of mobile technology can leverage the social nature of offline shopping to increase customer usage of a retailer's promotional mobile app. Analyzing a large dataset from a nationwide retailer by estimating a Zero-Inflated Negative Binomial (ZINB) model, they find a significant effect of in-store observation of other shoppers' use of the retailer's mobile promotion app on both app usage and the number of m-coupon redemptions. However, in-store advertising reduces the effect of observing other shoppers on the number of m-coupons redeemed per app usage.",
keywords = "Mobile app usage, Retail technology, Social trigger & consumer limited attention",
author = "G{\'a}bor Darvasi and Martin Spann and Zubcsek, {Peter Pal}",
note = "Publisher Copyright: {\textcopyright} 2023 Elsevier Ltd",
year = "2024",
month = mar,
doi = "10.1016/j.jretconser.2023.103694",
language = "אנגלית",
volume = "77",
journal = "Journal of Retailing and Consumer Services",
issn = "0969-6989",
publisher = "Elsevier Ltd.",
}