Please do not disturb: the effect of Zero-Contact Marketing on Korean consumers' decision-making process
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 18 June 2021
Issue publication date: 14 February 2022
Abstract
Purpose
This study examines the effectiveness of Zero-Contact Marketing that minimizes contact between employees and consumers in marketplaces by adopting an integrated research framework of motivation theory, servicescape model and the theory of reasoned action (TRA).
Design/methodology/approach
This study randomly collected 314 respondents through an online survey in May 2020 in South Korea. Structural equation modeling (SEM) assessed the overall hypothetical research model.
Findings
Zero-Contact Marketing facilitates the positive impacts of Korean consumers' motivations (intrinsic and extrinsic) and service environment on their word-of-mouth (WOM) intention to spread information about a store offering Zero-Contact Marketing service and the store revisit intention. In addition, consumers' attitude toward Zero-Contact Marketing and shopping pleasure (SPL) has stronger impacts on consumers' WOM intention than they do on the store revisit intention.
Research limitations/implications
The limitation of this study lies in that the survey participants responded only in South Korea, which may lead to biased results. To provide a more generalized insight, this study should be extended by considering consumers in other countries, since many consumers around the world tend to minimize face-to-face interaction and avoid unnecessary interruptions under the current pandemic.
Practical implications
By minimizing the social interaction between employees and consumers, Zero-Contact Marketing may increase consumers' shopping satisfaction with free shopping moments and no disturbance, especially under the COVID-19 pandemic.
Originality/value
The findings provide theoretical contributions by empirically validating the effects of intrinsic and extrinsic motivations and service environment on consumers' internal and external responses in a Zero-Contact retail setting.
Keywords
Citation
Park, A., An, H.S., Song, J.M. and Chung, C. (2022), "Please do not disturb: the effect of Zero-Contact Marketing on Korean consumers' decision-making process", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 3, pp. 488-505. https://doi.org/10.1108/APJML-09-2020-0641
Publisher
:Emerald Publishing Limited
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