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Smart retail interactive experience: the dual perspectives of digital and physical interactivity

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  • Tze-Hsien Liao

Abstract

This study developed the concept of ‘smart retail interactive experience’ (SR-IE), constructed measures for this concept, and examined its antecedents. The study was conducted in two phases and involved consumers with experience in using smart retail in Taiwan. In Study 1, 950 samples were collected through five surveys, and an SR-IE scale was developed. This scale contains 11 items across 4 dimensions: ‘active control and two-way communication’, ‘synchronicity’, ‘sensory and affective’, and ‘behavioral and intellectual’ dimensions. Structural equation modelling indicated that these dimensions had significant and positive effects on behavioural intention, word of mouth, shopping effectiveness, quality of life, and stickiness to the retailer; thus, the scale exhibited predictive validity. In Study 2, 197 samples were collected through an additional survey, and structural equation modelling was performed to identify significant antecedents of SR-IE. The following factors had significant effects on SR-IE: ‘smart technology–performance expectancy’, ‘smart technology–privacy and security’, ‘smart retailer–reputation’, and ‘smart physical store–environment’. However, SR-IE was not significantly influenced by ‘smart physical store–product assortment and promotion’. The proposed SR-IE scale is useful for retailers seeking to ride the incoming wave of smart retail.

Suggested Citation

  • Tze-Hsien Liao, 2026. "Smart retail interactive experience: the dual perspectives of digital and physical interactivity," Behaviour and Information Technology, Taylor & Francis Journals, vol. 45(3), pages 424-449, February.
    • Handle: RePEc:taf:tbitxx:v:45:y:2026:i:3:p:424-449
    DOI: 10.1080/0144929X.2025.2520592
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