Engaging the Shopper: Exploring the Influence of Interactive Technology in Window Displays on Consumer Behavior


Chaojiang Hu
Mohd Jaki Bin Mamat
Muhammad Firzan Abdul Aziz

In the contemporary retail landscape, integrating interactive technology within window displays has transformed traditional window shopping into a dynamic, immersive experience. The research, grounded in the Technology Acceptance Model (TAM) theoretical framework and enriched by insights from visual merchandising and experiential marketing literature, seeks to explore the nature and depth of interactive technology engagement. It aims to understand the impact of specific window display elements on consumer perceptions and investigate the influence of interactive features on consumers' willingness to enter stores. Furthermore, it aims to uncover how interactive technology contributes to or detracts from the shopping experience. Conducted as a qualitative investigation, the study involved 23 semi-structured interviews, continuing until data saturation was achieved. The three-step thematic analysis was employed to derive rich, in-depth insights into consumers' interactions with interactive technology in window displays. The findings illuminate diverse patterns of interactive technology engagement, shedding light on the impact of window display elements on consumer perceptions and the significant role of interactive features in influencing store entry decisions. Participants expressed varied perspectives on how interactive technology enhances the shopping experience, emphasizing the importance of user-friendly interfaces and personalized interactions. The study also uncovered distinct consumer preferences, providing valuable insights into the types of interactive features that resonate most with diverse consumer segments. This research contributes to existing knowledge by exploring the relationships between consumers and interactive technology in retail window displays. The qualitative approach offers depth and context to understanding consumer behavior, addressing gaps in the literature. The findings hold practical significance for retailers aiming to optimize the integration of interactive technology, fostering immersive and tailored shopping experiences that resonate with diverse consumer preferences. Overall, the study's originality lies in its qualitative depth, providing a holistic perspective on the impact of interactive technology on the modern retail landscape.


Keywords:Interactive technology, Retail window displays, Consumer engagement, Shopping experience, Store atmosphere

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