Maike Netscher is doing her doctorate at the DIWAG doctoral center at Neu-Ulm University of Applied Sciences. Stephanie Jordan is doing her doctorate at the Chair of Marketing and Consumer Behavior as part of the BayWiss network in cooperation with Neu-Ulm University of Applied Sciences and the University of Bayreuth.
Using AI to develop new, competitive strategies in retail
The impact of AI on B2C retail advertising is the focus of the first study. The pandemic has accelerated the digitalization of retail - the use of AI is becoming increasingly relevant, for example when it comes to personalized advertising and overcoming the limitations of traditional print advertising. However, despite its great potential, AI is not yet being used across the board. Stephanie Jordan, Prof. Dr. Alexander Kracklauer and Prof. Dr. Claas Christian Germelmann (University of Bayreuth) are addressing this desideratum: Within the framework of a socio-technical system model (STS), they conducted a systematic literature review and a qualitative content analysis, evaluated existing research and demonstrated the extent to which a holistic understanding of the social and technical implications is necessary. For example, the research questions address, among other things, the range of perspectives examined in AI-driven sales promotions. Finally, the researchers present a model that links the STS with the consumer journey. The aim is to pave the way for new, competitive strategies in retail advertising.
Jordan, S., Kracklauer, A.H., Germelmann, C.C. (2025). Advancements and Challenges in AI Applications for B2C Retail Promotions. In: Bach Tobji, M.A., Jallouli, R., Sadok, H., Lajfari, K., Mafamane, D., Mahboub, H. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2024. Lecture Notes in Business Information Processing, vol 530. Springer, Cham. https://doi-org.ezproxy.hnu.de/10.1007/978-3-031-76365-6_1
Theory development on customer acceptance of smart stores
Smart stores are a response to increasing decentralization and the shortage of skilled workers in the food retail sector. Smart technologies make it possible to dispense with sales staff and offer customers a self-determined, efficient and personalized shopping experience. Maike Netscher, Stephanie Jordan and Prof. Dr. Alexander Kracklauer expand the Theory of Acceptance of Smart Stores (TAUSS) on the basis of existing acceptance models in order to explain the extent to which customers intend to shop in smart stores. The results of the survey of a total of 412 customers show that performance expectations, social influence and technology anxiety in particular influence acceptance. Generation Z is particularly open to smart stores. Social influence plays a particularly important role for women of Generation Y. Overall, the researchers found that many people in Germany are open to smart stores. For retailers, this means focusing new concepts closely on customer expectations, building a strong brand, improving the shopping experience and at the same time reducing fears of technology.
Netscher, M., Jordan, S., Kracklauer, A.H. (2025). Exploring Customer Acceptance of Smart Stores: An Advanced Model Approach. In: Bach Tobji, M.A., Jallouli, R., Sadok, H., Lajfari, K., Mafamane, D., Mahboub, H. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2024. Lecture Notes in Business Information Processing, vol 530. Springer, Cham. https://link-springer-com.ezproxy.hnu.de/chapter/10.1007/978-3-031-76365-6_19
Contact
Stephanie Jordan
Maike Netscher
