Consumer attitude as a mediator in the adoption of smart retail technologies in emerging market

This study examines the factors influencing the adoption of smart retailing technologies in Malaysia, a developing retail market. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 391 valid questionnaires, the study highlights the significant role of perceived advantage, novelty, and risk in shaping consumer attitudes toward smart retailing. The results demonstrate that perceived advantage significantly and positively influences consumers' attitude toward smart retailing (β = 0.453, t = 7.461, p < 0.001). Similarly, perceived novelty strongly influences attitude (β = 0.286, t = 5.193, p < 0.001). In contrast, perceived risk has a negative effect on attitudes toward smart retailing (β = -0.152, t = 3.520, p < 0.001). Furthermore, the study reveals that the attitude toward smart retail significantly influences the acceptance of smart retail technologies (β = 0.780, t = 26.484, p < 0.001). Moreover, the mediating role of attitude is confirmed, mediating the relationship between perceived advantage, novelty, risk, and the acceptance of smart retailing. Specifically, perceived advantage (β = 0.353, t = 6.806, p < 0.001) and perceived novelty (β = 0.223, t = 5.131, p < 0.001) positively influence acceptance through attitude, while perceived risk has a negative indirect effect (β = -0.118, t = 3.456, p < 0.001). These findings underscore the critical importance of consumer attitudes in mediating the impact of perceived advantage, novelty, and risk on the adoption of smart retail technologies. The conclusions of this study hold significant implications for retail managers and policymakers seeking to promote the adoption and utilization of smart retail solutions in emerging markets.