This work illustrates a case in which the implementation of automated digital screens in an apparel retail store led to unintended side effects involving decreased customer spending. Using an empirics-first approach, researchers have investigated this topic through the conducting of field experiments, intercept surveys, and online experiments involving both consumers and frontline employees (FLEs). In this research, the unintended outcomes of technology implementation are first revealed, and then the potential reasons and boundary conditions underlying those outcomes are explored. The findings indicate that while automated digital screens increase customer convenience, they can also restrict the ability of FLEs to perform extrarole behavior. This restriction results in a negative shopping experience and reduced spending, particularly in settings in which FLE interaction is critical. The research also reveals that reintroducing extrarole behavior in the presence of technology can offset this negative effect. The theoretical and practical implications of these results are then discussed, and future research directions are proposed.

这项工作说明了一个案例，在服装零售店中实施自动化数字屏幕导致了意想不到的副作用，包括客户支出减少。研究人员采用经验优先的方法，通过现场实验、拦截调查和涉及消费者和一线员工 (FLE) 的在线实验来研究这个主题。在这项研究中，首先揭示了技术实施的意外结果，然后探讨了这些结果背后的潜在原因和边界条件。研究结果表明，虽然自动化数字屏幕增加了客户的便利性，但它们也会限制 FLE 执行额外角色行为的能力。这种限制会导致负面的购物体验并减少支出，特别是在 FLE 互动至关重要的环境中。研究还表明，在技术存在的情况下重新引入角色外行为可以抵消这种负面影响。然后讨论了这些结果的理论和实践意义，并提出了未来的研究方向。