Understanding in-store interactive technology use : a uses and gratifications theory (UGT) perspective

Purpose: The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and gratifications (UGT) approach and (2) to understand how these gratifications differ between different interactive technologies (interactive kiosks and self-checkouts). Design/methodology/approach: This research presents a dual qualitative study based on 32 in-depth interviews with 20 consumers, eight salespersons and four phygital experts. Findings: The data analysis identified three specific gratifications sought in using interactive kiosks (information-seeking, hedonic and social interaction) and two gratifications common to both interactive kiosks and self-checkouts (control and time-saving). Originality/value: From a media perspective (UGT), this research provides a deeper understanding of gratifications sought in using interactive technologies in a phygital store. It also contributes significantly to previous research by highlighting that gratifications differ between different technology types.