A Study of Semiotics: An Investigation of the Use of Signs and Symbols to Provide Positive Shopping Experience in a Cashier-Less Store

摘要

With the rise of cashier-less stores in both the East and West, there is a concern about what constitutes the appropriate signs and symbols in cashier-less stores that offer positive shopping experience. This paper is to shed light on this issue with a focus on semiotics especially Peirce's theory of signs. It investigates the possibility of having a universal set of signs and symbols in cashier-less stores. It concludes that the ten classes of sign by Peirce are the solid foundation for the study, albeit they were developed more than a hundred years ago.