时间：3月13日（星期三）下午15:50

地点：永利集团贺兰山校区文荟楼904会议室

Abstract

This paper explores the distinctive smartphone uses and a consumer’s expected gratifications during the individual shopping journey in brick-and-mortar retailing stores in the United Kingdom; simultaneously the paper investigates whether and how consumer-to-consumer interactions reduce shopping anxiety and subsequently influence purchase decisions. Following a micro-ethnography approach, 43 consumers collaborated in open-ended interviews conducted in shopping centres and high streets of two southern cities in the United Kingdom. It was then followed by a survey generated from 349 consumers, examining the causal relationships among the constructs. Findings indicate that consumers use smartphones to achieve a range of gratifications during their shopping journeys. More importantly, consumer-to-consumer interactions via smartphones alleviate shopping anxiety when visiting busy shopping centres. Omni-channel retailers should encourage consumers to use smartphones in brick-and-mortar settings, by facilitating in-store mobile device assistance and offering Wi-Fi services, such that consumers are more confident purchase decisions and less anxious.  

摘要：

本文探究了在英国实体零售店的个人购物过程中，使用智能手机的用途与消费者的预期满足感；同时也研究消费者之间的互动如何减少购物焦虑感并影响购买决策。通过微观民族志研究方法，作者首先与43名实体店消费者在英国南部城市的购物中心进行了开放式访谈；随后又收集了349分调查问卷，进一步检测变量之间的因果关系。调查结果表明，消费者在购物过程中使用智能手机来获得一系列的满足感。此外，在繁忙的购物中心，消费者之间的互动可以减轻购物焦虑感。全渠道零售商应该鼓励消费者在实体环境中使用智能手机，通过促进店内移动设备协助和免费Wi-Fi服务，以此减少购物焦虑感，促进购买信心。  

About The Author:

Jing Lv is doctoral researcher at the University of Southampton since 2016, she is also a teaching assistant in Department of Digital and Data-driven Marketing. She holds a MSc degree (Distinction) from University of Birmingham in 2015 and BA (Honored) from Bangor University in 2014. She has been rewarded the second prize of the ‘National Three-minute Thesis Competition’, coupled with rich experiences of presenting her research at both UK and International conferences. Her current research interests include consumer behavioural and psychological diversity in marketing practices and omni-channel retailing fields. She is also experienced in conducting Qualitative and Quantitative designs, Structural Equation Modeling in social science veins.  

关于作者：

吕靖，博士研究生，2016年至今就读于英国南安普顿大学商学院，同时任商学院数字化营销系助教。2015年毕业于英国伯明翰大学，荣获优秀硕士学位； 2014年毕业于英国威尔士班戈大学，荣获优秀本科学位。曾在2018年获得‘全英高校博士生-三分钟演讲比赛’第二名，具有丰富的校内及国际学术交流会议的经验；主要研究方向为市场实践中消费者的行为学与心理学，以及全渠道零售行业的研究；擅长在社会科学领域研究中使用Qualitative and Quantitative methods, Structural Equation Modeling (SEM).