The Effects of Smart Retailing-Based Customer Cooperative Capability on Perceived Value and Customer Loyalty
Smart retailing is an inevitable trend of the retail industry, and the enhancement of smart retail technology-related customer cooperative capability has become a top priority of traditional retailers who have migrated to smart retailing format. This study explored the mechanism of customer cooperative capability on customer loyalty in the context of smart retailing transformation. A scale for smart retailing-based customer cooperative ability was developed. Then a theoretical model was proposed in which customer cooperative capabilities affect perceived value and customer loyalty. This study used multiple linear regression and Bootstrap method to test the hypotheses and mediating effects. The study found that smart retailing-based customer cooperative capability can be divided into three dimensions: search ability, leaning ability and participation ability; search ability and participation ability positively affect customer loyalty through hedonic value and utilitarian value;learning ability positively affects customer loyalty through hedonic value;the effect of hedonic value on customer loyalty is weaker than that of utilitarian value. These conclusions provide theoretical guidance for retailers to carry out value co-creation by using of smart retailing-based customer cooperative capability.
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