Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping

نویسندگان

چکیده

This paper investigates older consumers in-store shopping experiences and the barriers that they face. The aim is to understand how new retail technologies (e.g., interactive displays, self-service tills, robots etc.) can help seniors access satisfying, autonomous experiences, helping them achieve a sense of inclusion in physical settings. Drawing upon social inclusion/exclusion theory information overload theory, research employs qualitative approach based on an inductive design, including face-to-face semi structured interviews with 36 aged 75+. findings highlight (i) old have scarce interactions (adding knowledge motivations literature), (ii) need develop support these consumers, (iii) extent which are excluding rather than drivers field exclusion). Results provide guidelines for retailers enhance through better usage technologies.

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ژورنال

عنوان ژورنال: Journal of Retailing and Consumer Services

سال: 2022

ISSN: ['1873-1384', '0969-6989']

DOI: https://doi.org/10.1016/j.jretconser.2022.103074