探索新兴市场的数字化转型和技术创新

IF 2.7 4区 管理学 Q2 BUSINESS International Journal of Emerging Markets Pub Date : 2023-08-30 DOI:10.1108/ijoem-02-2023-0147
Mehrgan Malekpour, Mohammadbashir Sedighi, F. Caboni, Vincenzo Basile, C. Troise
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引用次数: 0

摘要

目的本研究旨在填补客户对数字化偏好的研究空白,为零售商和客户创造价值,并关注新兴市场杂货零售店的零售变化和购物行为。设计/方法论/方法本文通过访谈评估了顾客和零售商对零售业数字化转型的态度,为这一领域的研究做出了贡献。在方法上,收集了200份问卷,并用偏最小二乘结构方程建模方法对数据进行了分析。研究结果本研究的结果表明,零售业数字化转型的效果将在新兴市场更加明显。独创性/价值本文的独创性在于理解新兴市场未来的零售结构。值得注意的是,在新兴市场,关注企业对消费者的业务似乎有助于区分行为(购买)意图和在线购买行为(实际使用)。
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Exploring digital transformation and technological innovation in emerging markets
PurposeThis research aims to fill the research gaps regarding customer preferences for digitalisation to create value for retailers and customers, as well as focus on retail change and shopping behaviour in grocery retail stores in the emerging market.Design/methodology/approachThis paper contributes to the research in this area by evaluating customers' and retailers' attitudes towards digital transformation in retailing through interviews. Methodologically, 200 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling method.FindingsThe findings of this study reveal that the effect of digital transformation in the retail industry will be more apparent in an emerging market.Originality/valueThe paper's originality consists in understanding the future retail structure in an emerging market. Notably, focussing on business-to-consumer businesses appears helpful in distinguishing between behavioural (buying) intention and online buying behaviour (actual usage) in an emerging market.
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来源期刊
CiteScore
5.90
自引率
14.80%
发文量
206
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