The impact of innovative commercial technologies on students' behaviour of an economic university

In a dynamic business environment, implementing innovative commercial technologies facilitates the winning of new competitive advantages in the retail industry, given the manifested influence on consumer buying behaviour towards commercial units, as well as the significant contribution to the development of modern shops image. This paper presents the attitude of students from the Bucharest University of Economic Studies towards the adoption of innovative retail technologies within hypermarkets in Romania, based on a selective marketing research, conducted on a sample of 359 students from undergraduate and master cycles. The main objectives focused on identifying: the image of certain instruments belonging to the innovative commercial technologies in terms of usefulness in the process of buying; the intention to use innovative commercial technologies; the perception of the main advantages and disadvantages of using innovative commercial technologies in the buying process; the importance of commercial technologies in relation to other attributes underlying the development of a hypermarket image. Research results show a relatively low level of awareness among buyers, due to a reduced exposure to innovative commercial technologies, but a relatively high availability of acceptance in the purchasing process. Thus, there is a favourable assessment of the utility of commercial instruments in the buying process and a relatively high intention of use. The paper also highlights the influence of innovative commercial technologies on store image and loyalty of buyers.