Adoption of Technology Applications in Organized Retail Outlets in India:A TOE Model

Purpose The major intent of this study is to empirically explore the technology–organization–environment (TOE) factors that influence retail outlets’ adoption of technology applications in India. Methodology In line with the objectives of the study, a conceptual model based on the TOE framework was proposed. A quantitative survey was conducted with organized retail outlets in Madhya Pradesh, India to validate the proposed model. The survey generated 134 valid responses. Partial least squares-structural equation modeling (PLS-SEM) was used to assess the research model. Findings The findings elucidated that factors of the TOE framework significantly influence the technology adoption intention in the organized retail sector. It could be recommended that this framework is a robust instrument to envisage the adoption of technology applications in the retail sector. Research implications The conceptual framework can be used by the retail sector in framing strategies for marketing that can enhance their potential customer base. It can also help to formulate policies which can act as a catalyst in adopting the technology applications. Practical implications Retail vendors can use this model to increase their prospective customer base. Originality The research contributes to the diversifying academic literature on technology application adoption by using factors within the TOE framework to explain organized retail outlets’ intention to adopt such technologies.