{"title":"美国、韩国和日本 Z 世代消费者对智能便利店的期望","authors":"Summer Dahyang Jung, Sahej Claire, Sohyeong Kim","doi":"10.1108/yc-10-2022-1623","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This study conducted a series of in-depth, semi-structured interviews with 36 Gen Z participants from the USA (12), South Korea (11) and Japan (13). All interviews were first coded based on a preselected list of themes and were further coded with new themes that emerged from exploratory coding.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Each regional cohort varied in terms of how they experienced and what they expected from convenience stores. US participants showed negative or utilitarian attitudes toward convenience stores, whereas South Korean participants had a positive, personal attachment to them. In comparison, Japanese participants had a relatively neutral attitude. However, all three groups showed a common preference for smart technology and health concerns surrounding convenience store foods.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>Convenience store chains should consider the cultural nuances when designing future services. The chains should further strive to remove the health concerns about the foods provided at the stores and design smart technologies that enhance user experience.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The present study broadens the knowledge in this budding consumer segment where current research is limited. It further sheds light on the variance among Gen Zers across different cultural contexts.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"166 1","pages":""},"PeriodicalIF":3.5000,"publicationDate":"2024-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan\",\"authors\":\"Summer Dahyang Jung, Sahej Claire, Sohyeong Kim\",\"doi\":\"10.1108/yc-10-2022-1623\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. 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引用次数: 0
摘要
目的 Z 世代将成为未来的主要消费群体。本研究以便利店为切入点,深入分析了 Z 世代对零售店的现有体验和未来期望。本研究进一步强调了美国、韩国和日本三个不同地区的 Z 世代对便利店认知的差异。本研究对来自美国(12 人)、韩国(11 人)和日本(13 人)的 36 名 Z 世代参与者进行了一系列深入的半结构化访谈。所有访谈首先根据预选的主题清单进行编码,然后根据探索性编码中出现的新主题进行进一步编码。美国受试者对便利店持消极或功利态度,而韩国受试者对便利店持积极的个人态度。相比之下,日本人的态度相对中立。然而,所有三个群体都对智能技术表现出共同的偏好,并对便利店食品的健康问题表示担忧。本研究拓宽了这一新兴消费群体的知识面,而目前对这一群体的研究还很有限。它进一步揭示了不同文化背景下 Z 世代之间的差异。
Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan
Purpose
Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan.
Design/methodology/approach
This study conducted a series of in-depth, semi-structured interviews with 36 Gen Z participants from the USA (12), South Korea (11) and Japan (13). All interviews were first coded based on a preselected list of themes and were further coded with new themes that emerged from exploratory coding.
Findings
Each regional cohort varied in terms of how they experienced and what they expected from convenience stores. US participants showed negative or utilitarian attitudes toward convenience stores, whereas South Korean participants had a positive, personal attachment to them. In comparison, Japanese participants had a relatively neutral attitude. However, all three groups showed a common preference for smart technology and health concerns surrounding convenience store foods.
Practical implications
Convenience store chains should consider the cultural nuances when designing future services. The chains should further strive to remove the health concerns about the foods provided at the stores and design smart technologies that enhance user experience.
Originality/value
The present study broadens the knowledge in this budding consumer segment where current research is limited. It further sheds light on the variance among Gen Zers across different cultural contexts.