Moderating Effects of Likelihood to Use In-Store Technology in Grocery Stores

The purpose of this study is the assessment of the moderating effects of consumers' likelihood to use instore technologies on the relationship between retailtainment value and satisfaction with retailtainment in physical grocery stores. A questionnaire designed to test our model was administered to 332 undergraduate students. The data were analyzed using AMOS-SEM. The results show that perceived benefit, enjoyment, and unique values of retailtainment were significant in explicating satisfaction with retailtainment. Regarding the interaction effects of likelihood to use instore technology, the results reveal the positive relationship between human interactivity-instore, benefits, and unique values, and the dependent variable satisfaction with retailtaiment are stronger for individuals with low likelihood to use instore technologies. Results confirmed that retailtainment, which provides enjoyment and perceived informative benefits in terms of experience with the consumption of products, is likely to increase satisfaction and improve loyalty as well as propensity to return to the store.