Consumer-computer interaction and in-store smart technology (IST) in the retail industry: the role of motivation, opportunity, and ability

Sanjit Kumar Roy · Makam S. Balaji · Bang Nguyen

90 citations0/0 files storedJournal of Marketing Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Technology Adoption and User Behaviour Consumer Retail Behavior Studies AI in Service Interactions

Abstract

Recent advances in technology have led to the emergence of smart technology systems in brick-and-mortar stores. This study aims to explore the factors that influence customer adoption of in-store smart technology in a retail setting. By adopting the motivation, opportunity, and ability framework, the present study examines the role of relative advantage, perceived complexity, flow experience, enjoyment, retailer support, perceived attractiveness, technology readiness, and self-efficacy in customer perception of shopping effectiveness, which in turn, impacts their adoption intentions. By adopting a quantitative approach, a survey questionnaire was used to collect 747 responses from Australia and Indian retail shoppers. The results show that the motivation, opportunity, and ability framework provided a very insightful way for understanding customer adoption of IST. Specifically, we find significant differences in the role of flow, retailer support, and perceived attractiveness in determining customer evaluation of in-store smart technology for Australia and India. Findings have important managerial implications.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 90 citations exist upstream.

References

1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2000Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2011An assessment of the use of partial least squares structural equation modeling in marketing research

Cited by

2022Investigating the moderating role of AI-enabled services on flow and awe experience 2023Utilitarian and/or hedonic shopping – consumer motivation to purchase in smart stores 2023Consumer perceived risk of using autonomous retail technology 2020A multi-method approach to examining consumer intentions to use smart retail technology

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.