Digital Transformation in Retail: A Comprehensive Analysis of Technology Acceptance and Consumer Behavior (Handel und Internationales Marketing Retailing and International Marketing) - Softcover

Mennekes, Theresia

Softcover

ISBN 10: 3658502223 ISBN 13: 9783658502225

Publisher: Springer Gabler, 2025

Synopsis

Retail is undergoing profound change, driven by digitalization, shifting consumer behavior, and recurring crises. Small and medium-sized retailers face the challenge of using limited resources to leverage digital technologies, strengthen resilience, and remain customer-focused. This work examines how digital transformation reshapes the retail value chain, the opportunities and risks that arise, and the capabilities required to stay competitive.

The work also explores consumer behavior, both in times of crisis and among vulnerable groups such as children. It analyzes how external shocks like inflation or pandemics influence purchasing decisions, what factors shape children’s consumer competence, and how the presence of small and large retailers differs on digital platforms.

With an interdisciplinary approach, the work integrates concepts such as resilience, dynamic capabilities, and technology acceptance. It provides practical insights for designing future-proof retail models while raising awareness of the broader societal implications of digitalization in retail.

About this title

About the Author

Theresia Mennekes is a research assistant at the chair of marketing and retailing at University of Siegen. Her research focuses on consumer behavior and digital retail environment. She has published in international journals such as the International Journal of Retail & Distribution Management, The International Review of Retail, Distribution and Consumer Research, and Appetite.

From the Back Cover

Retail is undergoing profound change, driven by digitalization, shifting consumer behavior, and recurring crises. Small and medium-sized retailers face the challenge of using limited resources to leverage digital technologies, strengthen resilience, and remain customer-focused. This work examines how digital transformation reshapes the retail value chain, the opportunities and risks that arise, and the capabilities required to stay competitive.

The work also explores consumer behavior, both in times of crisis and among vulnerable groups such as children. It analyzes how external shocks like inflation or pandemics influence purchasing decisions, what factors shape children’s consumer competence, and how the presence of small and large retailers differs on digital platforms.

With an interdisciplinary approach, the work integrates concepts such as resilience, dynamic capabilities, and technology acceptance. It provides practical insights for designing future-proof retail models while raising awareness of the broader societal implications of digitalization in retail.

About the Author
Theresia Mennekes is a research assistant at the chair of marketing and retailing at University of Siegen. Her research focuses on consumer behavior and digital retail environment. She has published in international journals such as the International Journal of Retail & Distribution Management, The International Review of Retail, Distribution and Consumer Research, and Appetite.

Edition details

• Publisher: Springer Gabler
• Publication date: 2025
• Language: English
• ISBN 10: 3658502223
• ISBN 13: 9783658502225
• Binding: Paperback
• Number of pages: 279