Examining the antecedents and consequences of perceived shopping value through smart retail technology

Sujana Adapa, Syed Muhammad Fazal-e-Hasan, Sathyaprakash Balaji Makam, Muhammad Masood Azeem, Gary Mortimer

Research output: Journal PublicationArticlepeer-review

63 Citations (Scopus)

Abstract

This study examines the antecedents and consequences of perceived shopping value through smart retail technology. Specifically, we propose that perceived complexity, perceived advantage, perceived novelty and perceived risk of using smart retail technologies determine consumers’ perceived shopping value, which, in turn, influences their store loyalty and intentions to adopt smart retail technology. Further, we propose that consumer innovativeness moderates these relationships. Survey responses from 338 actual shoppers with prior experience of smart retail technology were used to test the research model, while structural equation modelling was used to develop the proposed hypotheses. The present study offers a better understanding of consumer adoption of smart retail technology that may help managers to develop adoption strategies for successful implementation of smart retail technology in-store.

Original languageEnglish
Article number101901
JournalJournal of Retailing and Consumer Services
Volume52
DOIs
Publication statusPublished - Jan 2020

Keywords

  • Innovativeness
  • Intentions to adopt
  • Loyalty
  • Retail technology
  • Value

ASJC Scopus subject areas

  • Marketing

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