INVESTIGATING THE INFLUENCE OF SMART RETAIL TECHNOLOGY ON CUSTOMERS' INTENTION TO USE BASED ON THE VALUE-BASED ADOPTION MODEL APPROACH

Abstract

With the advent of technologies in the digital era, the retail sector also has a transformation in the way of interacting with customers and day-to-day activities. This study thus employs the framework of the value-based adoption model to investigate the intention to use smart retail technology from the customers' value-based perspective that may be neglected in prior studies. A total of 347 survey data were collected and analyzed. By considering the customers' perception of smart retail technology in both benefits and sacrifices aspects, findings show that the customers' perceived values of smart retail technology and customers' perceived shopping value have a positive relationship with the intention to use smart retail technologies. The study also considers the moderation effect of social innovativeness on the relationship of the perceived value of smart retail technology, perceived shopping value, and intention to use SRTs, however, findings showed a non-significant effect on both relationships. This study thus has some theoretical implications and practical implications regarding smart retail technologies for both researchers and managers.