Pregledni rad

https://doi.org/10.31803/tg-20250321114309

Influence of Innovative Digital Tools in Retail on the Purchasing Behaviour: An Empirical Study Based on a Customer Observation and on a Customer Survey

Daniela Ludin orcid.org/0000-0002-3854-5060 ; Heilbronn University of Applied Sciences, Faculty of Economics, Bildungscampus, 74076 Heilbronn, Germany *
Sophia Bayha orcid.org/0009-0005-8723-0259 ; Heilbronn University of Applied Sciences, Faculty of Economics, Bildungscampus, 74076 Heilbronn, Germany
Alexander Loew ; Heilbronn University of Applied Sciences, Faculty of Economics, Bildungscampus, 74076 Heilbronn, Germany
Mike Tilmann ; Heilbronn University of Applied Sciences, Faculty of Economics, Bildungscampus, 74076 Heilbronn, Germany

* Dopisni autor.

Sažetak

Digitalization is fundamentally changing the retail sector, presenting both companies and customers with new challenges and opportunities. Innovative digital tools, such as self-checkout systems, are becoming increasingly important and are not only influencing process efficiency but also the purchasing behaviour of consumers. This study examines the impact of digital innovations on the purchasing behaviour of customers in the retail sector and shows how modern technologies can supplement or even replace traditional structures. The aim of the study is to develop a deeper understanding of which factors promote or prevent the acceptance of digital systems and how these can be successfully integrated into practice. The study combines theoretical approaches with empirical findings in order to derive practical recommendations for the retail sector. Therefore, this study involves first observations in a supermarket aimed at capturing and interpreting consumer experiences in their natural context. Second a customer survey is conducted in the same supermarket. The findings reveal a picture of how digital tools, particularly self-checkout systems, influence customer purchasing behaviour in retail. In summary, while self-checkout systems offer significant benefits, their successful integration requires a balanced approach that addresses the diverse needs of all customer groups. By addressing these needs, retailers can maximize the efficiency and customer satisfaction of digital tools, ensuring their acceptance and long-term success in a rapidly evolving retail landscape.

Ključne riječi

digital innovations; digital tools; purchasing behaviour; retail sector; self-checkout-systems

Hrčak ID:

330658

URI

https://hrcak.srce.hr/330658

Datum izdavanja:

1.6.2025.

Posjeta: 666 *