Between fear of and desire for the digitalization of retailing: An initial conceptualization to understand the ambivalent reactions of shoppers

Abstract

Digitalization has resulted in deep changes to the retail landscape, which have been the subject of extensive research. Most studies have only seen this growing phenomenon as a source of benefits for shoppers. However, this technological optimism runs into problems when the technologies offered by retailers are ignored or abandoned by shoppers. To address this gap, our research investigates how shoppers react to the digitalization of retailing through the prism of ambivalence. A systematic literature review identified a dataset of 108 papers in major journals published between 2005 and 2020. Our critical analysis revealed positive and negative reactions to digitalization among shoppers. Grouping these into pairs of two opposites, we propose an initial conceptualization of shopper ambivalence divided into eight distinct components. We also highlight the components of shopper ambivalence that merit further attention and offer a research agenda accordingly. Finally, our conceptualization may help managers to make sense of the heterogeneous reactions of shoppers to the technologies they offer.

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