Please use this identifier to cite or link to this item:
http://hdl.handle.net/1942/34770
Title: | In or out? A field observational study on the placement of entertaining robots in retailing | Authors: | De Gauquier, L BRENGMAN, Malaika WILLEMS, Kim Cao, HL Vanderborght, Bram |
Issue Date: | 2021 | Publisher: | EMERALD GROUP PUBLISHING LTD | Source: | INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 49 (7) , p. 846 -874 | Abstract: | Purpose The purpose of this paper is to empirically investigate the role of the placement (i.e. location) of humanoid service robots (HSRs) for entertainment applications in retailing by inspecting a multitude of performance metrics along the point-of-sale conversion funnel. Design/methodology/approach The study was conducted using unobtrusive observations at a Belgian chocolate store. In total, 42 h of video observation material was collected and analyzed, with an even spread over three conditions: (1) an HSR placed outside, (2) an HSR inside the store and (3) a control condition (no robot stimuli). All passersby and their interactions with the robot and the store were systematically coded and compared. Findings The study found that the better placement of HSRs (inside or outside the store) is contingent on the goals the retailer prioritizes. When the goal is to create awareness and interest toward the store, the HSR should be placed outside, as it has double the stopping power. To induce consumers to enter the store, placement of the HSR inside the store is the better option. Ultimately, however, in terms of the number of transactions and total amount spent, outside placement of the HSR outperforms inside placement. Research limitations/implications This study was not able to verify the internal emotional/cognitive state of the passersby, as the method relied on unobtrusive camera observations. A longitudinal research design would be desirable to exclude potential bias due to the novelty effect. Originality/value While research on robots in retail services is emerging, this study is the first to provide insights on how retailers can decide on the placement of robots inside or outside the store, depending on the particular goals they are aiming to reach at the point of purchase. | Keywords: | Humanoid service robots;Observation;Field study;POS conversion funnel;Retail | Document URI: | http://hdl.handle.net/1942/34770 | ISSN: | 0959-0552 | e-ISSN: | 1758-6690 | DOI: | 10.1108/ijrdm-10-2020-0413 | ISI #: | 000657046100001 | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2022 |
Appears in Collections: | Research publications |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
10-1108_IJRDM-10-2020-0413.pdf Restricted Access | Published version | 3.19 MB | Adobe PDF | View/Open Request a copy |
WEB OF SCIENCETM
Citations
19
checked on Oct 14, 2024
Page view(s)
18
checked on Aug 4, 2022
Download(s)
4
checked on Aug 4, 2022
Google ScholarTM
Check
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.