Exploring the forms of sociality mediated by innovative technologies in retail settings

Article


Pantano, E. and Gandini, A. 2017. Exploring the forms of sociality mediated by innovative technologies in retail settings. Computers in Human Behavior. 77, pp. 367-373. https://doi.org/10.1016/j.chb.2017.02.036
TypeArticle
TitleExploring the forms of sociality mediated by innovative technologies in retail settings
AuthorsPantano, E. and Gandini, A.
Abstract

The retail setting is characterized by an increasing usage of advanced and interactive technologies (i.e. mobile apps, Near Field Communication, virtual and augmented reality, etc.) based on high connectivity, ubiquitous and contactless systems that enhance and support consumer shopping experience. As a result of the consumers’ interaction with technology while shopping, technology-enriched stores provide new experiences and enable different forms of sociality. The aim of this paper is to explore the forms of sociality mediated by innovative technologies in retail settings. To achieve this goal, we use a qualitative approach involving 20 young consumers in the London-based market, where technology use by this group of consumers is growing. Findings show that digitally-mediated in-store activity mainly responds to a need for advice and trust, and the forms of sociality deployed around it are essentially ephemeral, low-intensity and publicity-oriented modes of interaction that echo the principles of “network sociality” described by critical media theory.

LanguageEnglish
PublisherElsevier
JournalComputers in Human Behavior
ISSN0747-5632
Publication dates
Online13 Feb 2017
Print01 Dec 2017
Publication process dates
Deposited14 Feb 2017
Accepted12 Feb 2017
Output statusPublished
Publisher's version
License
Accepted author manuscript
License
Copyright Statement

© 2017 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND
license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

Digital Object Identifier (DOI)https://doi.org/10.1016/j.chb.2017.02.036
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