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Understanding consumer willingness in smart retail technology: Integrating technology readiness, self-determination, and status quo bias

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  • Chang, Che-Wei
  • Hung, Shiu-Wan
  • Hsu, Chia-Yi

Abstract

The adoption of smart retail technologies, such as self-checkout systems, has reshaped the retail landscape by enhancing convenience and operational efficiency. Yet adoption remains below expectations, revealing a gap between technological innovation and consumer readiness. This study integrates Technology Readiness, Self-Determination Theory, and Status Quo Bias to examine how willingness (innovativeness, autonomy) and ability, which involves insecurity and inertia, jointly shape adoption behavior. Results show that innovativeness is positively associated with autonomy and competence, and optimism is positively associated with autonomy; autonomy relates positively to adoption intention, whereas inertia relates negatively. Discomfort and insecurity primarily feed into inertia, with no robust links to switching costs. Regarding context, employee presence moderates these relationships—weakening the autonomy–intention link, attenuating the negative association between switching costs and intention, and strengthening the deterrent effect of inertia. These findings extend traditional models (e.g., TAM, UTAUT) by detailing psychological pathways and suggesting practical strategies—such as leveraging frontline staff to address psychological barriers and designing consumer-centered interfaces—to support the diffusion of smart retail technologies.

Suggested Citation

  • Chang, Che-Wei & Hung, Shiu-Wan & Hsu, Chia-Yi, 2026. "Understanding consumer willingness in smart retail technology: Integrating technology readiness, self-determination, and status quo bias," Technological Forecasting and Social Change, Elsevier, vol. 224(C).
    • Handle: RePEc:eee:tefoso:v:224:y:2026:i:c:s0040162525004925
    DOI: 10.1016/j.techfore.2025.124461
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