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EMAC 2022 Annual

The experience of anticipating the use of a technology. The case of digital tools in stores

Published: May 24, 2022


BECHTEL SOKI, Université de Bourgogne - CREGO EA 7317


Digital tools are increasingly being implemented in points of sale, generally with the aim of helping consumers make their choices and / or improving the visit experience. However, their responses range from enthusiasm to rejection. In order to go beyond the static explanatory frameworks of the adoption of a technology (such as the TAM model), the objective of this research is to better understand how visitors experience the experience of this anticipation of use of a technology in store. Based on a qualitative interview study, she offers a conceptualization of this anticipatory experience made up of six dimensions: Utility, hedonic, functional, temporal, autonomy and symbolic.