Abstract
Implementing in-store technologies (ISTs) has become a common strategy to enhance the retail experience. As ISTs become increasingly interactive, sophisticated, and present in stores, research would benefit from an updated approach to interactive technologies in the physical retail context and an integrated perspective on their impact on the consumer in-store experience. A systematic review of 125 articles is conducted, leading to a renewed and integrative approach to in-store interactive technologies, structured along with a Person-Object-Situation perspective, based on technology responsiveness and consumer participation, and adapted to physical retail. Three complementary research models are proposed, addressing key issues: the understanding of interactivity and the impact of ISTs on the consumer experience in physical stores, the impact of highly interactive technologies, and the question of forced use of ISTs. Priority research perspectives are discussed and a research agenda is proposed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Recherche et Applications en Marketing (English Edition)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
