Emerging trends in global E-retailing: exploring the dark side of scan and go in-store technologies in consumer shopping journeys
研究了扫描即走应用程序在购物旅程中的负面效应，通过访谈和评论构建概念模型，揭示技术如何阻碍消费者目标实现，并提出改进建议。
Purpose This study aims to investigate the “dark side” of scan and go (S&G) apps as part of the shopping journey, and the subsequent impacts on consumer behavior. Design/methodology/approach This study utilizes a phenomenological approach. Data were collected from online reviews, semi-structured interviews and focus group discussions to explore the negaffordance of using in-store S&G apps. Thematic analysis was employed to develop a conceptual model of the customer journey. Findings The conceptual model highlights the complex interplay between technology, and the consumer and digital retail environment across three stages include Navigating the Nexus, Empowered Expeditions and Digital Diaspora of the shopping journey. The findings contribute to both theoretical and practical knowledge and offer insights into how S&G technology influences customer experiences. Originality/value Theoretically, this research expands the concept of negative affordances in the digital retail context by introducing “negaffordance” as a critical aspect of technology that hinders rather than facilitates the achievement of customer goals. Practically, it suggests enhancements in the design of apps to mitigate negaffordance, and it highlights suggestions made by consumers such as the introduction of a community-centric approach to customer issues. This research underscores the urgent need for retailers to align technological consistency with consumer goals to mitigate the challenges posed by S&G technology.