Consumer Acceptance and Resistance Factors Toward Smart Retail Stores

Abstract

The internet of things (IoT) allows companies to better understand consumers' needs while improving sales conditions (e.g., easier access to products and information, gain of time for employees and consumers, smart entertaining environments, etc.). However, digitalizing a store is an investment. Therefore, it is necessary for managers to know consumers' expectations and the perceived benefits and risks for both managers and consumers. This chapter studies the academic literature and managers opinions about consumers' attitudes toward the acceptance of smart retail stores. More specifically, the roles of consumer well-being, social image, utility value, human value, privacy concerns, technology trust, health concerns, and different personality traits toward smart retail stores are discussed.

Modelling Customer Engagement Behaviour in Smart Retailing

“…Hence, SRT holistically improves the perception, communication, and computing power of offline retailing (Fan et al, 2020). For instance, Nike has launched touchpads to pay for products, wall screens to encourage customers to engage with the catalogue, QR codes to memorise a product, and smartphones to test the Nike mobile app (Attié et al, 2020). The ability of SRT to provide perceived flexibility in comparison to traditional retailing (Roy et al, 2017) is expectedly transforming the customer behaviour throughout the decision process stages, i.e., search, purchase, consumption, and after-sales (Vrontis et al, 2017).…”