Identifying and understanding value sources while interacting with in-store SSIT (Self-Service Information Technologies)
[Identifier et comprendre les sources de valeur dans l’interaction avec les SSIT (Self-Service Information Technologies) en magasin]
In-store SSIT expansion is part of the phygital evolution in retail, where consumer information search becomes an interactive experience. Analyzing traditional and emerging interfaces according to their different decision aid functions and interactivity types, this study provides a categorization assisting the choice between connected/unconnected SSITs. An experiment with eight SSITs shows that creating value is not always a clear process, highlighting the cognitive, physical, social and time-related costs. Although the functional value is common, shoppers assess unconnected SSITs according to the social and sensory impressions that they experience; likewise they assess connected SSIT according to a relational perspective, both real and virtual. This study shows that purchasing behavior ambiguity lies between the need for autonomy and for human relationship.
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|Date of creation:||Jun 2017|
|Publication status:||Published in Décisions Marketing, Association Française du Marketing, 2017, pp.47-66|
|Note:||View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01569108|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
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