消费者倾向于选择技术结合零售而非传统零售，原因如下(Dwyer et al.， 1987):
Impact of technology bound retailing on customers
Technology bound retailing gives consumers several advantages such as exploration, expansion, choices, awareness and commitment. These technologies enable consumers to exchange relations and interests. Further, they offer a marketplace to exchange product, information and social exchange (OKane, 2002). This social exchange allows retailers to reduce uncertainties. Modern retailing has enabled customers to make decisions amidst multiple choices and demand for transparency from the retailers. Alibaba, a leading e-commerce brand, has used technology to drive business to the next level. The simplified network offered by Alibaba has gained recognition among the consumers. It had impacted the economies directly. In the current retail market, technology is used to fulfil the 4A model – Anytime, Anything, Anyone and Anywhere.
Modern retailing has opened options for brands to operate chain of stores as well as make the best use of e-commerce to address specialty consumers on specific categories (Achabal and McIntyre, 1987). Unlike the conventional models of retailing, the technology driven retailing has opened opportunities for brands from round the world to trade anywhere. Therefore, consumers find it easier to obtain products from their favourite brands irrespective of their current geographic location. This revolution can be witnessed predominantly in developed countries like USA, UK and Australia and it has now spread to developing countries like India.
Customers tend to choose technology bound retailing over conventional retailing due to following reasons (Dwyer et al., 1987):
- Technologies give better views about different retailers.
- It consumes lesser time and effort than conventional retailing.
- It gives more options to choose from and there are no constraints on purchase values.
- Technologies tend to save money as it increases competition between the retailers and they are forced to issue coupons to retain customers.