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Title: User experience and interactive technology in fashion stores
Author: Siregar, Yuri
ISNI:       0000 0004 8502 4588
Awarding Body: Nottingham Trent University
Current Institution: Nottingham Trent University
Date of Award: 2018
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Many fashion brands have already incorporated interactive technology (IT) into their stores as a means to provide consumers with digital experiences. Interactive technology enables consumers, that is, store visitors, to explore the digital world of the brand interactively while being immersed with the physical store elements. Consumers can therefore have experiences in both physical and digital worlds. It can be argued that the integration of interactive technology in fashion stores can potentially heighten the overall consumer experience. The research purpose was to explore consumer experience with interactive technology in fashion stores. More specifically, it centres on the evaluation of consumers' interaction experience with the digital world while in parallel experiencing the physical world. Given that the underlying phenomenon concerns interaction between humans and interactive devices, a user experience design (UXD) approach was adopted for this research; as the lens for the literature review, the methodology and the analysis of data. The strategy for the primary research was rapid ethnography; combining three methods: protocol analysis, observation and interview. The data collection was undertaken for over eleven months, consisting of two main studies and eight data collection activities (DCAs). Fifty-one people participated in the studies and DCAs. All the data were analysed via five stages, in which one prominent UXD framework: the four threads of experience (4TE), was utilised for the analysis process. The findings are presented thematically; there are four main themes and nine subthemes. All of these embody Insights and narratives for responding to the research questions. The first core concept that can be taken from the findings is the notion of dynamic experience referring to a moment in which the users of interactive technology (IT) can experience the two world frames of digital and physical dynamically. Another core concept is channel harmonisation that refers to the implementation of a balanced channel. The research demonstrates the suitability of UXD as an interactive design theory or framework for fashion marketing research concerning experiences of technology. Implications for research and recommendations are provided.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available