Guest Lecture Announcement

Speech by Prof. Dr. Hartmut Höhle (University of Mannheim) "Design and Evaluation of Auto-ID Enabled Shopping Assistance Artifacts in Customers' Mobile Phones: Two Retail Store Laboratory Experiments"

08.02.2019, 16:00 - 17:30

"Design and Evaluation of Auto-ID Enabled Shopping Assistance Artifacts in Customers' Mobile Phones: Two Retail Store Laboratory Experiments"

Abstract

There has been widespread use of auto-ID technologies. With the increasing diffusion of smartphones, the potential to serve content to shoppers using auto-ID technologies is starting to receive interest. Using a design science approach, we design and build, theorize about, and compare six shopping assistance artifacts by manipulating the hardware design—barcode scanner versus radio frequency identification (RFID) reader—and content design—product information versus product review versus both. We theorize about how these artifact conditions will compare to a control condition (no shopping assistance artifact available) across three sets of outcomes: technology adoption, security beliefs, and shopping. We tested our propositions in two experiments—wherein the task was varied: general browsing and shopping (n = 227) versus goal-directed shopping (n = 221)—conducted in a retail store laboratory. The RFID reader was most favorably received in terms of technology adoption outcomes and shopping outcomes, although it was most negatively viewed in terms of security beliefs. We also found that the content design conditions (i.e., product information, product reviews, and both) were perceived favorably. In a post hoc analysis, we found a twoway interaction of hardware and content designs such that content fueled by RFID was perceived most favorably in terms of technology adoption and shopping outcomes, whereas it was most negatively viewed in terms of security beliefs. Interestingly, the two-way interaction was most pronounced in the goal-directed shopping condition such that the most positive effects were observed for RFID in combination with both product information and reviews.

CV

Hartmut Höhle joined the University of Mannheim in Fall 2017 and holds the chair of Enterprise Systems. He was previously an associate professor of Information Systems in the Sam M. Walton School of Business at the University of Arkansas and received a Ph.D. in Information Systems from Victoria University of Wellington, New Zealand. Stemming from his professional experiences gained while working at Deutsche Bank, he is particularly interested in how services and products can be distributed through electronically mediated channels in a retail context. His work has appeared or is forthcoming in MIS Quarterly, European Journal of Information Systems, Journal of the Association for Information Science and Technology, Decision Support Systems, and Journal of Computer Information Systems. He has presented at the International Conference on Information Systems and the European Conference on Information Systems. He has also served as a reviewer for leading journals including MIS Quarterly.

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