Abstract:

Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional level, it's very important for people to be able to buy or have mobile devices; otherwise a person might feel excluded. They are symbols that show economic status and differentiation. For retailers it's crucial to be able to fulfill this, so we need to understand differences between the shopper experience, and the emotional meaning of mobile technology for people. This paper will address the answer to the question: "How should retailers offer a unique experience in the point of sale, according to the motivations and expectations of buyers?"