Consumer-computer interaction and in-store smart technology (IST) in the retail industry: the role of motivation, opportunity, and ability

Recent advances in technology have led to the emergence of smart technology systems in brick-and-mortar stores. This study aims to explore the factors that influence customer adoption of in-store smart technology in a retail setting. By adopting the motivation, opportunity, and ability framework, the present study examines the role of relative advantage, perceived complexity, flow experience, enjoyment, retailer support, perceived attractiveness, technology readiness, and self-efficacy in customer perception of shopping effectiveness, which in turn, impacts their adoption intentions. By adopting a quantitative approach, a survey questionnaire was used to collect 747 responses from Australia and Indian retail shoppers. The results show that the motivation, opportunity, and ability framework provided a very insightful way for understanding customer adoption of IST. Specifically, we find significant differences in the role of flow, retailer support, and perceived attractiveness in determining customer evaluation of in-store smart technology for Australia and India. Findings have important managerial implications.