Perceived convenience retailer innovativeness: how does it affect consumers?

Purpose – The purpose of this paper is to examine the influence of consumers’ perceptions of convenience retailer innovativeness on their perceived value (PV) and store patronage intentions (PIs). Design/methodology/approach – A three-step PCRI-PV-PI model that integrates perceived convenience retailer innovativeness (PCRI), PV, and PIs is proposed. The moderating effect of consumer innovativeness on the relationship between PCRI and PIs is also examined. Findings – Modeling results confirm that PCRI is an important antecedent of PV among consumers that further influences their PIs toward specific convenience retailers. Moreover, PCRI significantly and indirectly affects the PIs of less innovative consumers via PV. However, no such indirect association is identified among highly innovative consumers. Research limitations/implications – The proposed PCRI-PV-PI model may be useful to other consumer behavior and retail studies, particularly in this era of increased market competition in which innovation has become a critical strategic tool for market differentiation. Originality/value – The current research is the first empirical study that examines the effects of PCRI on PV and PIs in the context of convenience retailing.