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What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness

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  • Chang, Yu-Wei
  • Chen, Jiahe

Abstract

With the rapid diffusion of smart technologies, a new retail mode, the smart shop, has received increasing attention from both academia and practitioners in the 5G era. However, previous studies on smart shops have largely focused on the effects of smart technologies on technology adoption rather than customer shopping behaviors. To fill this gap, this study applies the hedonic information systems acceptance model (HISAM) to identify the utilitarian and hedonic motivations affecting consumer shopping intention. In addition, we characterize a second-order formative construct, technology readiness, as a technology-related personality to test its moderating role in the research model in the marketing context when consumer behaviors may differ due to individual characteristics. Using structural equation modeling (SEM), we applied SmartPLS 3.2.8 to analyze 298 valid samples. The results show that perceived ease of use significantly affects perceived usefulness and perceived enjoyment, in turn, these three factors directly influence shopping intention. Additionally, perceived ease of use will have a stronger impact on perceived usefulness and shopping intention when the customer has a high level of technology readiness. Finally, theoretical and practical suggestions and future research directions are also discussed.

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  • Chang, Yu-Wei & Chen, Jiahe, 2021. "What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313333
    DOI: 10.1016/j.jretconser.2020.102325
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    22. Jiahe Chen & Yu-Wei Chang, 2023. "How smart technology empowers consumers in smart retail stores? The perspective of technology readiness and situational factors," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-24, December.
    23. Szabó-Szentgróti Eszter & Rámháp Szabolcs & Kézai Petra Kinga, 2023. "Systematic Review of Cashierless Stores (Just Walk Out Stores) Revolutionizing The Retail," Management & Marketing, Sciendo, vol. 18(s1), pages 427-448, December.
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