EXAMINING PERCEPTION AND ATTITUDE TOWARDS SMART RETAIL TECHNOLOGIES IN THE RETAIL SECTOR
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Abstract
This study was carried out to investigate the relationships between perceived usefulness, perceived ease of use, and perceived novelty on attitudes toward using smart retail technologies. Smart retail technologies (SRT) presented a fresh opportunity to investigate the breadth and depth of retail knowledge, which has the potential to enhance the traditional shopping experience. Since there is still an incomplete landscape regarding the development of smart retail technologies in Malaysia, the researchers aimed to approach the shoppers in Penang, Malaysia who had experiences with using smart retail technologies. Using the mall intercept sampling technique, the study received a total of 115 respondents. SmartPLS 3.0 was the data analysis tool applied in this study. In the measurement model, the reliability analysis showed that each variable has 0.7 Alpha, indicating high reliability. Overall, the results indicated that perceived usefulness and perceived novelty have a relationship with shoppers’ attitudes toward smart retailing technologies. This study contributes important implications for both academicians and industry players.
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