Emerging trends in global e-retailing: Exploring the dark side of scan and go in-store technologies in consumer shopping journeys

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.