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

Florence Feenstra and Armelle Glérant-Glikson ()
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Armelle Glérant-Glikson: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: 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.

Keywords: user experience.; decision aid; Self-Service Information Technologies; interactivity; value in-use; interactivité; valeur d’usage; expérience utilisateur.; aide à la décision (search for similar items in EconPapers)
Date: 2017-06
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Published in Décisions Marketing, 2017, 86, pp.47-66

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01569108

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