What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness

Yu-Wei Chang and Jiahe Chen

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: With the rapid diffusion of smart technologies, a new retail mode, the smart shop, has received increasing attention from both academia and practitioners in the 5G era. However, previous studies on smart shops have largely focused on the effects of smart technologies on technology adoption rather than customer shopping behaviors. To fill this gap, this study applies the hedonic information systems acceptance model (HISAM) to identify the utilitarian and hedonic motivations affecting consumer shopping intention. In addition, we characterize a second-order formative construct, technology readiness, as a technology-related personality to test its moderating role in the research model in the marketing context when consumer behaviors may differ due to individual characteristics. Using structural equation modeling (SEM), we applied SmartPLS 3.2.8 to analyze 298 valid samples. The results show that perceived ease of use significantly affects perceived usefulness and perceived enjoyment, in turn, these three factors directly influence shopping intention. Additionally, perceived ease of use will have a stronger impact on perceived usefulness and shopping intention when the customer has a high level of technology readiness. Finally, theoretical and practical suggestions and future research directions are also discussed.

Keywords: Utilitarian and hedonic motivations; Smart technology; Smart shops; Smart retailing; 5G; Shopping intention; Personality; Technology readiness (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (29)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313333

DOI: 10.1016/j.jretconser.2020.102325

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