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    Shopping for Clothes: From Meeting Individual Needs to Socializing

    HCI 2017 - Digital make-believe

    Proceedings of the 31st International BCS Human Computer Interaction Conference (HCI 2017)

    University of Sunderland, St Peter’s campus, Sunderland, UK, 3 - 6 July 2017


    Pratitee Sinha, Arwa Alsubhi, Saroj Dash, Lijie Guo & Bart P. Knijnenburg



    In this paper, we analyze how shopping for clothes continues to be a social phenomenon, despite technological advances. Using a grounded theory approach, we coded 16 semi-structured interviews to develop process models of online and in-store shopping and to identify the constraints of each method. We then analyzed apparel shopping from the lens of Engeström’s model of Activity Theory to compare online and in-store shopping at a conceptual level. We offer design recommendations for building systems and processes that bridge the gap between online and offline shopping.


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