Generation Z consumers' expectations of interactions in smart retailing: A future agenda

By Constantinos-Vasilios Priporas, Nikolaos Stylos, Anestis K. Fotiadis. Computers in Human Behavior, 2017

801 citations recorded by the source corpus.

Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. The aim of this paper is to explore Generation Z consumers' current perceptions, expectations and recommendations in terms of their future interactions in smart retailing contexts. To do so, we used a qualitative approach by conducting a series of semi-structured in depth interviews with 38 university students-consumers in the UK market. The findings showed that smart technologies have a significant influence on generation Z consumers' experiences. Moreover, this particular group of consumers expects various new devices and electronic processes to be widely available, thus offering consumers more autonomy and faster transactions. In addition, they expect the technology to enable them to make more informed shopping decisions. Interviewees also stressed the importance of training consumers how to use new smart retailing applications. In addition, some of the participants were sceptical about the effects of further advancing smart retailing on part of the job market. Relevant theoretical and practical implications are also provided. Exploration of Generation Z consumers' expectations of interactions in the smart retailing setting.The introduction of more new devices and processes is expected.Training consumers about new smart retailing applications is essential.There is scepticism about further advances in smart retailing in relation to job market.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/d6e738d6d50a8742ed6817536dc61be0d793e8eb

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Citations in the corpus

City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement (2020, background): “Although various sources provide different start dates for Gen Z, it is generally acknowledged to begin in 1995 (Bassiouni & Hackley, 2014; Kamenidou et al., 2018; Priporas et al., 2017).”
COVID-19 information overload and generation Z's social media discontinuance intention during the pandemic lockdown (2021, background): “It was observed that social media use during the pandemic lockdown had the potential to influence individuals’ psychological well-being, particularly among Generation Z (Gen Z – people born in the period from the mid-1990s to the early 2010s) (Dentsu Aegis Network, 2020; Priporas et al., 2017).”