Revitalization of offline fashion stores: Exploring strategies to improve the smart retailing experience by applying mobile technology

Abstract

With the reduction in offline fashion stores, retailers are trying to revitalize offline stores by applying smart retail technologies. This study aimed to determine how factors related to the offline-mobile connected smart retailing experience affected satisfaction through perceived quality and perceived risk. An online survey was conducted on female consumers in their 20s and 30s, and 302 questionnaires were distributed. The analysis, which utilized a structural equation model, confirmed that, from among five smart retailing experience-related factors, perceived advantage, perceived enjoyment, and interactivity affected perceived quality and that perceived advantage and interactivity significantly affected perceived risk. However, perceived control and personalization did not affect perceived quality and perceived risk. Furthermore, perceived quality significantly affected overall satisfaction, offline satisfaction, and mobile satisfaction, while perceived risk did not affect mobile satisfaction. This study confirmed that the perceived advantage and interactivity of smart retailing experiences play an important role in enhancing customer satisfaction. © 2021 by the authors.