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Lookup NU author(s): Professor Suraksha Gupta, Professor Amanda Broderick
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
© 2017 The Authors Increased use of smart technologies by customers is leading to recognition of their influence on the shopping experiences of customers by practitioners. However, the academic literature fails to acknowledge the influence of smart technology usage, combined with behavioural intention of the customer, on the dynamics and experience of customers. This research utilises explanatory research at the preliminary stage to examine this phenomenon in a retail setting. A conceptual framework was created, based on the scholarly knowledge available in extant literature, and was tested using a survey of a convenience sample of 330 consumers shopping in a high-end retail store in London, United Kingdom. Structural Equation Modelling (SEM) via AMOS was employed to test the proposed model. This study contributes to technology adoption based consumer behaviour literature, by explaining the ability of learning commitment to drive the participation of an individual, but its inability to influence their behavioural intention. Findings of this research also reflect on the role of customer dynamics and customer experience in embracing innovative application of smart technologies in a retail setting. The results and implications included in our study also contribute to the understanding of the determinants that affect customer dynamics and customer experience when making use of smart technologies.
Author(s): Foroudi P, Gupta S, Sivarajah U, Broderick A
Publication type: Article
Publication status: Published
Journal: Computers in Human Behavior
Year: 2018
Volume: 80
Pages: 271-282
Print publication date: 01/03/2018
Online publication date: 13/11/2017
Acceptance date: 12/11/2017
Date deposited: 11/12/2017
ISSN (print): 0747-5632
ISSN (electronic): 1873-7692
Publisher: Pergamon Press
URL: https://doi.org/10.1016/j.chb.2017.11.014
DOI: 10.1016/j.chb.2017.11.014
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