This article examines the motivations leading people to physically share the same screen while shopping. Quite frequent in households, this "screen sharing" constitutes a new practice between shop assistants and consumers. The qualitative...
moreThis article examines the motivations leading people to physically share the same screen while shopping. Quite frequent in households, this "screen sharing" constitutes a new practice between shop assistants and consumers. The qualitative exploratory analysis reveals three motivational dimensions (task, social and control-related) in line with McClelland's (1988) "needs theory".Moreover, it appears that a "connected touch point" intensifies the impact of the atmospheric
components on the propensity to share a screen. The understanding
of these situational influences provides a better appreciation of the space characteristics allowing successful uses of common screens between shop-assistants and customers in physical commercial spaces.
