Retailing technology: do consumers care?

Abstract

Purpose: Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored. Design/methodology/approach: The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS. Research limitations/implications: Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity. Practical implications: The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology. Originality/value: This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.