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August 31, 2020
- ISIDORE Id: 10670/1.0af751...
- hal: hal-04503475
HALSHS : archive ouverte en Sciences de l’Homme et de la Société - notices sans texte intégral
Keywords
Phygital Uses and Gratification Theory Interactive technologies Self-checkout Interactive kioskSimilar subjects
Scientific research Science research Science--ResearchCite this document
Hafida Boudkouss et al., « Why do consumers use interactive technologies in stores? A uses and gratifications approach », HALSHS : archive ouverte en Sciences de l’Homme et de la Société - notices sans texte intégral, ID : 10670/1.0af751...
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Abstract
The study draws on a uses and gratifications perspective in a phygital context. In applying thisperspective, this research explores and discusses the uses and gratifications that consumersobtain from digital devices in physical stores, especially self-checkout and interactive kiosks.It also seeks to provide a better understanding of why consumers use these technologies. Aqualitative approach was adopted, with 20 in-depth interviews. The research findings identified four specific gratifications from interactive kiosks (enjoyment, flow, information-seeking and social interaction) and two common gratifications from interactive kiosks and self-checkouts (control and time saving). The research contributes to previous studies on the use of digital technologies in stores and has important managerial implications.
