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An In-Store Mobile App for Customer Engagement: Discovering Hedonic and Utilitarian Motivations in UK Grocery Retail

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Book cover Information Systems (EMCIS 2018)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 341))

Abstract

This paper investigates the hedonic and utilitarian motivations that may influence UK grocery consumers to adopt and use new features proposed for an in-store mobile app. The scope of this research is to develop a conceptual model that reflects the motivations for using an in-store mobile app to engage customers. Two pilots were conducted to explore possible attributes for hedonic and utilitarian motivations found in literature, and factor analysis was used to test their validity. A survey with the final items selected was used to collect data from a large UK grocery retailer resulting in a sample of 633 customers. The results supported that utilitarian motivations for grocery shopping include time convenience, performance expectancy and information availability. For the hedonic motivations, the attributes supported include idea motivation, personalisation, value motivation and experiential shopping. Although previous research conceptualised user control as an important utilitarian motivator, this research found that this attribute correlates similarly to both, hedonic and utilitarian motivations. Possible implications are that regardless of customers’ hedonic or utilitarian preferences, it is always essential for customers to have the ability to choose and customise what data and communications they share and receive for successful in-store mobile app engagement.

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Acknowledgements

We would like to acknowledge the support of SAS UK and the contributions of Patricia Barzotti and Charlotte Nielsen from Regent’s University London, MSc Digital Marketing & Analytics.

Author information

Authors and Affiliations

  1. Digital Marketing and Analytics, Regent’s University London, London, UK

    Joanne Pei-Chung Wang

  2. Digital Marketing and Analytics, University of Kent, Kent, UK

    Anabel Gutierrez

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  1. Joanne Pei-Chung Wang
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  2. Anabel Gutierrez
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Corresponding author

Correspondence to Joanne Pei-Chung Wang .

Editor information

Editors and Affiliations

  1. University of Nicosia, Nicosia, Cyprus

    Marinos Themistocleous

  2. University of Coimbra, Coimbra, Portugal

    Paulo Rupino da Cunha

A Appendix: Scenario-Based Survey

A Appendix: Scenario-Based Survey

Introduction:

figure a

Shopping Lists:

figure b

Store Map for Your Shopping List:

figure c

Meal Ideas with Recipes on the App:

figure d

What’s Hot:

figure e

Your Daily Deal:

figure f

In-Store Treats:

figure g

Contactless Pay with Cashback Rewards:

figure h

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Wang, J.PC., Gutierrez, A. (2019). An In-Store Mobile App for Customer Engagement: Discovering Hedonic and Utilitarian Motivations in UK Grocery Retail. In: Themistocleous, M., Rupino da Cunha, P. (eds) Information Systems. EMCIS 2018. Lecture Notes in Business Information Processing, vol 341. Springer, Cham. https://doi.org/10.1007/978-3-030-11395-7_20

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  • DOI: https://doi.org/10.1007/978-3-030-11395-7_20

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-11394-0

  • Online ISBN: 978-3-030-11395-7

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