Consumer Perceptions And Behavioral Intentions Towards Smart Retail Technologies: A Structural Model Analysis

Abstract

Purpose: This study examines the psychological response of Indian consumers to the adoption of smart retail technologies (SRT) using an attitude-driven model based on the Stimulus-Organisation-Response framework. It explores consumer behaviour and preferences for AI-driven, personalized, and self-service retail in India.

Methodology: A survey was conducted with 361 respondents, after data cleaning 350 valid responses were analysed using Structural Equation Modelling (SEM) to test the proposed framework.

Findings: Consumer attitude toward SRT strongly affects usage intention and word-of-mouth. Novelty, ease of use, and efficacy boost attitude, while risk lowers it.

Research Limitations: This study was intended for retail goods in general. As a result, the moderating influence of product categories was not taken into account.

Practical Implications: The results tend to advance the field of SRT and offer helpful information on how consumers view it, which benefits Indian retailers.

Originality/value: This paper proposes an attitude-based consumer perception model to understand how technology is being perceived by consumers also provide practical implications for retailers to improve customer service.