Abstract
Nowadays, sharing a screen with relatives and friends has become a usual activity. Our research aims to identify the motivations and breaks leading people to ‘physically’ share a screen with another person while shopping (same place, same time, same screen). As well, our objectives are to understand also its processes and consequences. Recently retailers have made large investment to introduce digital screens in stores and encourage their sales representatives to surf with their customers. However, very few researches have been initiated on this topic, neither in private spheres (Durand-Mégret et al. 2013) nor in commercial contexts (Vanheems 2013).
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Roten, Y.S., Vanheems, R. (2018). Screen Sharing in a Shopping Process: Motivational Disposition and Perceived Context Incentives: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_44
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DOI: https://doi.org/10.1007/978-3-319-68750-6_44
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