Human-computer vs. consumer-store interaction in a multichannel retail environment: Some multidisciplinary research directions

Abstract

The increasing availability of electronic applications in physical retail stores has created a series of interesting research opportunities with challenging managerial implications for practitioners. Since the graphical user interface design constitutes a critical user-consumer influencing factor in the context of a multichannel retailing environment, there are several multidisciplinary research initiatives that could add value towards an integrated investigation of this topic. To this end, the paper discusses the promising role of combining Information Systems and Marketing disciplines for conducting behavioural studies in the context of multichannel/omnichannel retailing, approaching humans both as users of information systems and consumers of retail stores. Similarly, the paper treats the screen of the electronic applications available in online and offline retail stores both as a graphical user interface of an information system and as the atmosphere/servicescape of a retail store. The paper provides several future research directions and practical implications for this fast evolving topic. © 2014 Springer International Publishing.