Every step counts: When physical movement affects perceived value

被引：14

作者：

Mathmann, Frank ^{[1
]}

Chylinski, Mathew ^{[2
]}

Higgins, E. Tory ^{[3
]}

de Ruyter, Ko ^{[4
]}

机构：

[1] Queensland Univ Technol, Sch Advertising Mkt & Publ Relat, QUT Business Sch, 2 George St, Brisbane, Qld 4000, Australia

[2] Univ New South Wales, Australian Sch Business, Sch Mkt, Sydney, NSW 2052, Australia

[3] Columbia Univ, Dept Psychol, Schermerhorn Hall,1190 Amsterdam Ave, New York, NY 10027 USA

[4] City Univ London, Cass Business Sch, Fac Management, 106 Bunhill Row, London EC1Y 8TZ, England

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2017年 / 39卷

关键词：

Movement; Mobile marketing; Regulatory fit; Value-from-fit; Locomotion; Assessment; REGULATORY FIT; VALUE CREATION; LOCOMOTION; ENGAGEMENT; CONSUMER; COUPONS; TRUST; COSTS; RISK;

D O I：

10.1016/j.jretconser.2017.08.007

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Physical movement is an important contextual factor during customer's decision-making. Yet, little is known about how movement can affect customer's response to mobile promotions, or how it can influence the search and evaluation of products in a retail setting. Across three studies, this research shows that physical movement improves the perceived value of products and promotions for customers with a predominant locomotion motivation. Such effects are mediated by engagement. One implication is that retailers may increase engagement for individuals with a predominant locomotion motivation by playing mobile adverts when cellular sensors indicate movement.

引用

页码：279 / 285

页数：7

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