Factors for Customers’ AI Use Readiness in Physical Retail Stores: The Interplay of Consumer Attitudes and Gender Differences

Abstract

In addressing the nuanced interplay between consumer attitudes and Artificial Intelligence (AI) use readiness in physical retail stores, the main objective of this study is to test the impacts of prior experience, as well as perceived risks with AI technologies, self-assessment of consumers’ ability to manage AI technologies, and the moderator role of gender in this relationship. Using a quantitative cross-sectional survey, data from 243 consumers familiar with AI technologies were analyzed using structural equation modeling (SEM) methods to explore these dynamics in the context of physical retail stores. Additionally, the moderating impacts were tested after the invariance analysis across both gender groups. Key findings indicate that positive prior experience with AI technologies positively influences AI use readiness in physical retail stores, while perceived risks with AI technologies serve as a deterrent. Gender differences significantly moderate these effects, with perceived risks with AI technologies more negatively impacting women’s AI use readiness and self-assessment of the ability to manage AI technologies showing a stronger positive impact on men’s AI use readiness. The study concludes that retailers must consider these gender-specific perceptions and attitudes toward AI to develop more effective strategies for technology integration. Our research also highlights the need to address gender-specific barriers and biases when adopting AI technology.