Les interactions « phygitales » de service en magasin: Quelles utilités pour les consommateurs ?

Yonathan Silvain Roten (), Régine Vanheems () and Dimitri Laroutis ()
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Yonathan Silvain Roten: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Régine Vanheems: Institut d'Administration des Entreprises (IAE) - Lyon
Dimitri Laroutis: ESC Amiens

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Abstract: While the phygital shopping experience is widely reported, its role in the service domain is still poorly understood. This paper aims to understand the utilitarian motivations and barriers of customers to a ‘phygital interaction' with a shop assistant around a screen. It analyses the literature on utilitarian shopping motivations on different channels and implements a quantitative projective methodology. The results reveal three groups of variables, related to the Person, the Object and the Situation (P.O.S.) involved in the phygital interaction. These findings constitute a first theoretical and practical step towards the understanding of this phenomenon.

Keywords: Omnichannel; Phygital interaction; Screen sharing; Shopping journey; Utilitarian motivations; Interacción figital; Motivaciones utilitarias; Omnicanal; Reparto de pantalla; Viaje de compra; Motivations utilitaires; Interaction phygitale; Partage d’écran; Parcours d’achat (search for similar items in EconPapers)
Date: 2022-09-22
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Published in Recherches en sciences de gestion, 2022, 150 (3), pp.113-139. ⟨10.3917/resg.150.0113⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04012152

DOI: 10.3917/resg.150.0113

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