Systematic review of digital value propositions in the retail sector: New approach for digital experience study

作者：

Highlights：

• Companies need to define a clear set of visionary digital value propositions.

• Nine digital categories were identified.

• Digital value proposition mediates the effects of technologies on experience.

• The value propositions are generated by leveraging digital technologies.

• Digital value propositions activate customer experience elements.

摘要

•Companies need to define a clear set of visionary digital value propositions.•Nine digital categories were identified.•Digital value proposition mediates the effects of technologies on experience.•The value propositions are generated by leveraging digital technologies.•Digital value propositions activate customer experience elements.

论文关键词：Digitalization,Digital transformation,Retailing,Digital value proposition,Digital customer experience

论文评审过程：Received 23 March 2020, Revised 14 April 2021, Accepted 19 April 2021, Available online 22 April 2021, Version of Record 7 May 2021.

论文官网地址：https://doi.org/10.1016/j.elerap.2021.101053