Adoption of persuasive technology in Retail: Insights from a model of shoppers’ behavior

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Sharma, et. al.


This paper delves into shoppers’ behaviour in shopping markets as to what makes them stay and come back repeatedly to the markets. 411 responses were collected from Delhi National Capital Region through self administered questionnaire in India using non probability convenience sampling. The study highlights important factors for attracting consumers to Indian markets, finds interplay between shopping pleasure, escapism, desire to stay and re patronage intention and suggest types of persuasive technologies which retailers can use. Policy makers should focus on tenant mix, utility and social aspects and design technological solution to provide motivation, improve ability and trigger the desired behaviour. Convenience sampling and limited geographical area are the major limitations of this study.

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