Examining the antecedents and consequences of perceived shopping value through smart retail technology |
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| Institution: | 1. Civil Engineering Department, University of Alicante, Spain;2. University of Alicante, Spain;1. Department of Management and Quantitative Methods, University of Naples-Pathenope, Via Generale Parisi, 13, 80132 Naples, Italy;2. Department of Political, Social and Communication Science, University of Salerno, Via Giovanni Paolo II, 132, 84084, Fisciano, Salerno, Italy;3. IBM University Programs (IBM UP) and Cognitive Systems Institute, IBM Research - Almaden, 650 Harry Road, San Jose, CA 95120 USA;1. Katz Graduate School of Business, University of Pittsburgh, United States;2. Carroll School of Management, Boston College, United States;1. UWA Business School, The University of Western Australia, 35 Stirling Highway, Crawley, Perth 6009, Australia;2. Marketing, Nottingham University Business School China, University of Nottingham Ningbo China, 199, Taikang East Road, Ningbo 315100, China;3. School of Management, Faculty of Business, Government and Law, University of Canberra, ACT 2601, Australia;4. School of Marketing, Curtin Business School, Curtin University, Bentley Campus, Perth, Western Australia |
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| 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. |
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| Keywords: | Retail technology Innovativeness Value Loyalty Intentions to adopt |
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