Examining Human Interactions with Smart Retail Technology: A Hybrid SEM- fsQCA Investigation

Abstract

As technologies evolve, businesses have focused on enhancing human interactions beyond simple satisfaction. This new research builds on recent exploratory work, responding to calls for testing antecedents and consequences of Smart Retail Technology (SRT) interactions. An online survey was administered to 338 respondents. In addition to structural equation modelling (SEM), fuzzy set Qualitative Comparative Analysis (fsQCA) was employed to identify value outcomes. Results demonstrate that the more individuals perceive a business’s technologies to be distinctive, the more likely they are to interact with those technologies. Respondents’ innovativeness was positively associated with their intentions to interact with SRT. The fsQCA outcomes offer an understanding of the types of individuals who perceive value through SRT interaction. Findings offer managerial implications and extend current knowledge about adopting interactive technologies. This is the first study to contribute a comprehensive SRT model that examines the inter-relationships between antecedents and consequences of interacting with SRT.

Keywords:

• Smart retail technology
• human interaction
• consumer perceptions
• value
• perceived risk

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Syed Muhammad Fazal-e-Hasan

Syed Muhammad Fazal-e-Hasan undertakes research into consumer choices and behaviour. His work is published in the Journal of Business Research, Journal of Marketing Management, Journal of Services Marketing, Journal of Sustainable Tourism and Journal of Retail and Consumer Services.

Gary Mortimer

Gary Mortimer highly accomplished researcher in marketing and consumer behaviour at the QUT Business School. He currently sits on several the editorial boards. He is widely recognised as Australia’s leading retail expert, industry keynote speaker and media commentator.

Sujana Adapa

Sujana Adapa is the Head of UNE Business School, University of New England, Australia. Her research has been recognised through publications in reputable journals and attraction of competitive research grants. She holds leadership roles on the boards of pre-eminent professional bodies.

Mohd Adil

Mohd Adil’s research focuses on services marketing, sustainable marketing, and tourism. His research has been published in the International Journal of Hospitality Management, Psychology and Marketing, Journal of Retailing and Consumer Services, Journal of Service Theory and Practice.

Sathyaprakash Balaji Makam

Sathyaprakash Balaji Makam is a professor of Marketing at the Rennes School of Business, Rennes, France. His research interests include customer-provider interactions, sustainability communication, and retail management. He has published over 70 peer-reviewed research papers in several leading journals.

Mohd Sadiq

Mohd Sadiq undertakes research in the area of green marketing and services marketing, publishing on the subject in reputed journals such as the International Journal of Hospitality Management, Journal of Retailing and Consumer Services, Australasian Marketing Journal, Journal of Service Theory and Practices.

Ali R. Amrollahi

Ali R. Amrollahi is a lecturer at Macquarie Business School. His research is mainly focused on the social and organizational impacts of information systems, including opensource software and content development, open strategy, and technology governance. His research has been published in high-ranked IS journals.