Smartphones usage in information retrieval under multichannel settings: An assessment of technological triggers

In the recent years the use of smartphones have exponentially gained importance while shopping especially while shopping through online stores, existed both inland and abroad. This trend has been in huge practice by the millennial generation of 90's that have grown with these modern hand held mobile gadgets as their primary source of entertainment and communication. However, a little information is available as to how the retailer or store management informs or guides the walk-in customer while shopping in multi-channel scenario. The paper investigates both attractiveness and effectiveness of various information triggers (NFC, QR codes etc.) available that help the customer while shopping in the real physical store environment by utilizing customer-owned smartphones. The 191 participants were participated during the study and the results of laboratory experiments have been presented and based on these results recommendations have been proposed. For future research, the concept has been presented that explores the computer related attribution style for willing usage of various trigger technologies like NFC or QR codes.