Technology Acceptance Model in Understanding Consumers’ Adoption of Emerging Technologies in Retail

The Technology Acceptance Model (TAM) helps understand how consumers adopt new technologies in retail by focusing on two key factors: perceived usefulness and perceived ease of use. Technology is more likely to be adopted if consumers believe it will be helpful (usefulness) and easy to use. These perceptions influence a consumer's attitude toward the technology, which in turn affects their behavioral intention to use it, ultimately leading to actual use.