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The purpose of this empirical study is to consider the interaction of self-service technologies (SSTs) with retail customers, exploring how retail customers perceive SST value and how this value affects their choice confidence when shopping.

We carried out a large shopper survey in collaboration with six French mass retailers. Digital kiosks and interactive tablets were the focal SSTs. Partial least squares-path modelling (PLS-PM) was used to test our cost‒benefit conceptual framework and the corresponding research hypotheses. Furthermore, through multigroup comparison analysis, we tested the moderating effect of customers’ subjective knowledge of the product category.

Functional and interactive benefits/costs arising from SST usage determine customer perceived value. The key notion of perceived SST value implies that people make favourable cost‒benefit tradeoffs. Customer choice confidence is positively affected by perceived SST value. Customer product category knowledge plays a key role as a moderator of human–SST interactions in phygital retail settings.

This paper is concerned with the role of SST in creating phygital experiences and delivering value to retail customers. This is a first attempt at examining how perceived SST value affects customer choice confidence and what role customer product category knowledge plays.

In Uganda, smallholder farmers produce about 70% of the food but receive very low prices on the sales channels they use. To improve farmers' livelihoods, other innovative sales channels such as farmers' markets (FMs) have to be explored. Therefore, the study aimed to determine the potential of establishing farmers' markets in Uganda, focusing on Kampala district.

A qualitative methodology was used to understand farmers' perceptions and the factors that could influence the success of the farmers' markets. In addition, the potential of FMs has been analyzed through the components of the Localized Agri-Food System (LAFS).

The respondents had a positive perception of the farmers' markets, and farmers have an urgent need for other sales channels that could be profitable for them. Factors that could influence the success of the FMs were highlighted, including infrastructure in the marketplace, transportation and taxation by the government.

The study had a limited sample size of the farmers, and it was carried out in 3 divisions of Kampala district, an urban area; thus, the findings cannot be generalized to fit the other regions of Uganda.

The LAFS showed that the foundation for establishing FMs is available; however, it has to be strengthened through the coordination of different stakeholders that work with the farmers.