The conceptualization of enablers and constraints of in-store buying as part of the affordances flow funnel process through scan and go apps
Naeem, Muhammad and Ozuem, Wilson and Howell, Kerry and Ranfagni, Silvia (2024) The conceptualization of enablers and constraints of in-store buying as part of the affordances flow funnel process through scan and go apps. Psychology and Marketing. ISSN 1520-6793
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This study explores the affordances of “scan and go” apps and their influence on the flow experience of retail customers to provide a unique insight into user–technology interaction. Through a constructivist ethnographic approach, the research examines how users' socially constructed perceptions and interpretations shape these interactions, and it emphasizes the role of the material and social environment. The research innovatively conceptualizes affordances as a flow process; it introduces an affordances flow funnel that encompasses three distinct stages: perceived affordances, actualized affordances, and affordance dichotomy. By following this process, the study improves understanding of user emotions and behaviors that range from apathy to excitement, from gratification to provocation, and from abandonment to absorption. Findings underline the importance of equipping users with support to navigate technological and environmental constraints, thereby ensuring successful affordance actualization. The research contributes to the literature by revealing a new affordance type, namely affordance dichotomy, and offers valuable insights for marketers and developers to enhance user experiences and absorption behavior. Recognizing its focus on scan and go apps within supermarket contexts, the study invites future research to extend this understanding to different contexts and technologies.
This is the peer reviewed version of the following article: Naeem, Muhammad and Ozuem, Wilson and Howell, Kerry and Ranfagni, Silvia (2024) The conceptualization of enablers and constraints of in-store buying as part of the affordances flow funnel process through scan and go apps. Psychology and Marketing. ISSN 1520-6793, which has been published in final form at https://doi.org/10.1002/mar.21968. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
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