Adopting retail technology in crises: integrating TAM and prospect theory perspectives

Abstract

PurposeThis paper combines prospect theory (PT) and the technology acceptance model (TAM) proposing that technology anxiety (TA), risk averseness (RA), concern and resistance to use inhibit technology acceptance, while trust, social influence (SI) and compatibility are enablers to technology acceptance, particularly in the context of consumer adoption of retail technologies during crises.Design/methodology/approachA review of PT and TAM literature was conducted to develop a model which considers the impact of inhibitors and enablers on retail technology acceptance.FindingsThis investigation establishes a theoretical model of mid-crisis retail technology adoption behavior that can be tested quantitatively. Several propositions regarding relationships between proposed inhibitors, enablers and TAM are presented, as well as implications for future research.Originality/valueThis investigation further integrates PT and TAM, proposing that PT is an appropriate framework to investigate inhibitors and enablers of retail technology acceptance during crises.

Food Retail Resilience Pre-, during, and Post-COVID-19: A Bibliometric Analysis and Research Agenda

“…In addition, it is important to consider the impact of external factors such as government policies, economic conditions, and technological advancements on the B2C sector. Studies on purchasing behavior have explored the adoption and usage of new technologies, particularly delivery services, that were necessitated by the pandemic [15,16,53,[83][84][85], as well as identifying factors that have influenced changing consumer behavior [62,68,70,73,86,87]. In contrast, the pandemic has brought sustainability-related issues to the forefront, including food waste and security from a consumer perspective.…”

The different impact of utilitarian and hedonic attributes on web-based retail shopping behaviour through the lens of extended technology acceptance model

“…Given this background, while the positive influence of PU, PEU and PE on attitudes toward technology adoption and/or intention to adopt online shopping is well documented (e.g. Bhatt, 2022;Burgess et al, 2023;Driediger and Bhatiasevi, 2019;Nguyen et al, 2023;Thomas-Francois and Somogyi, 2022), the direct influence of these three antecedents (PEU, PU and PE) of TAM on actual adoption of web-based retail shopping is little known. To address this gap, the following hypotheses are formulated:…”

Hyper-personalization in Social Media Marketing (Conceptual Framework)

“…The Technology Acceptance Model (TAM) was proposed by Fred Davis (1985) (Burgess et al, 2023)TAM is a basic model that aims to predict the adoption of any technological advancement and is a leading theory used to study technology adoption quantitatively. According to TAM, the intention to accept or use a new technology is determined by perceived ease of use and perceived use (Cahyono et al, 2024).…”

“…Research Cahyono et al, (2024) and Burgess et al, (2023) It has been shown that TAM can be used to study user behavior in e-commerce, user convenience perceptions and usage attitudes. Research Keni et al, (2024) and Tobias-Mamina et al, (2023) has shown that TRA can be used to study user behavior in a variety of contexts, such as social media use and purchase intention and marketing strategies.…”