Perceived convenience retailer innovativeness: how does it affect consumers?

Purpose – The purpose of this paper is to examine the influence of consumers’ perceptions of convenience retailer innovativeness on their perceived value (PV) and store patronage intentions (PIs). Design/methodology/approach – A three-step PCRI-PV-PI model that integrates perceived convenience retailer innovativeness (PCRI), PV, and PIs is proposed. The moderating effect of consumer innovativeness on the relationship between PCRI and PIs is also...