Earticle

초록

영어

Amazon Go is a cashierless convenience store concept, which is seen as a disruption in the grocery retail segment. Although Amazon Go has the ability to disrupt the retail segment, there are speculations on how Amazon Go will be perceived by users. Existing studies have not utilized user-generated content to understand the factors that affect customer behaviour in case of Amazon Go. Additionally, in case of phygital retail, studies have not attempted at understanding the effect of emotions and gratifications on user behaviour. To address the gap of exploring user perspectives based on their experience, we have examined the impact of gratifications and emotions on the acceptance of phygital retail using user-generated-content. A mixed-method approach has been utilized using only user-generated content. Utilizing topic-modelling based content analysis and emotion analysis on 30 articles related to Amazon Go, we found themes like, convenience, technology, experience, personalization, enjoyment and emotions like, bad, good, annoyance, success. In the empirical analysis, we have utilized 522 reviews about Amazon Go from the cognition and emotion theory stance, and found that hedonic gratifications have a positive impact on challenge emotions. We also found a significant impact of emotions on customer’s favourite behaviour.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Phygital Experience in Retail Stores
2.2. Review of Articles on Amazon Go
2.3. Studies on Online Reviews in the Retail Segment
2.4. Mining Meaning from Online Reviews
2.5. Exploring the Variables Used in This Study
Ⅲ. Conceptual Model and Hypotheses Formulation
Ⅳ. Research Methodology
4.1. Data Collection
4.2. Data Analysis
Ⅴ. Findings
5.1. Qualitative Analysis
5.2. Quantitative Analysis
Ⅵ. Discussion
6.1. Theoretical Implications
6.2. Managerial Implications
6.3. Limitations and Future Scope
Ⅶ. Conclusion

저자

• Arghya Ray [ Assistant Professor, International Management Institute Kolkata, India ] Corresponding Author
• Subhadeep Jana [ Birla Global University, India ]
• Nripendra P. Rana [ Professor, College of Business and Economics, Qatar University, Qator ]

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