Innovation starts at the storefront: Modelling consumer behaviour towards windows enriched with innovative technologies

Eleonora Pantano, Constantinos-Vasilios Priporas, Pantea Foroudi

Research output: Contribution to journalArticle (Academic Journal)peer-review

5 Citations (Scopus)
415 Downloads (Pure)


Purpose: Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role of personal innovativeness in the decision process. Design/methodology/approach: This study employed a sample of 341 consumers who approached this new kind of storefront in two well-known apparel stores in the centre of New York City. A self-administered questionnaire was used as a tool for data collection. Findings: Findings empirically demonstrate that when consumers sense that there are innovative interactive technologies in the storefront windows, they are willing to enter the store, generate positive word-of-mouth communication (sharing the positive experience with friends). Originality/value: This study is the first to investigate the combination of consumer innovativeness and storefront window on the behavioural attitude, supported with quantitative evidence.

Original languageEnglish
Pages (from-to)202-219
Number of pages18
JournalInternational Journal of Retail and Distribution Management
Issue number2
Early online date16 Apr 2019
Publication statusPublished - Apr 2019

Structured keywords

  • MGMT Marketing and Consumption


  • Consumer behaviour
  • Consumer innovativeness
  • Decision making
  • Innovation theory
  • Interactive technologies
  • Storefront windows


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