Which screens to share in stores with which customers?

Régine Vanheems () and Yonathan Roten ()
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Régine Vanheems: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Yonathan Roten: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne

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Abstract: Following retailers' attempts to tangle the digital and physical realm together, digital devices have been provided to shop assistants to support them in their selling process. Accordingly, they are expected to use their screens while inte- racting with their clients. The objective of this paper is to identify the most suitable screens to share with customers during a service interaction. It introduces the concept of «perceived sharing affordance" into the marketing literature by identifying the characteristics of screen-devices perceived by customers as enabling their sharing. The findings show distinct devices categories associated with the customers' screen-sharing motives following the perception of what they «afford» to do in a sharing process.

Keywords: Phygital; Partage d'écran; commerce connecté; vendeur (search for similar items in EconPapers)
Date: 2019-12-24
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Published in Journal of Marketing Trends, 2019, Journal of Marketing Trends, 5 (3), pp.25-36

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03078636

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