Navigating retail automation: the impact of perceived autonomy support on frontline employee digital adaptive performance

As automated technologies become increasingly embedded in retail operations, understanding the antecedents of enhancing frontline employees’ digital adaptive performance has become critical. The study examines (a) how frontline employees’ perceptions of autonomy support from supervisors enhance their motivations in enhancing digital adaptive performance in retail automation contexts, and (b) how technology anxiety moderates the influence of perceived autonomy support from supervisors on psychological motivation. Survey data from U.S. frontline retail employees (n = 305) were analyzed using PLS-SEM. The findings highlight the significant role of perceived autonomy support from supervisors in positively associating with all employees’ three basic psychological needs (i.e. autonomy, competence, and relatedness). Satisfying autonomy and competence needs are emerged as the primary psychological factors of digital adaptive performance. Employees’ psychological need for relatedness plays distinct roles in enhancing different aspects of digital adaptive performance. Interestingly, technology anxiety strengthens the relationship between perceived autonomy support from supervisors and competence needs. The study contributes a nuanced theoretical framework to retail automation literature. It sheds light on the managerial implications of fostering an organizational culture that values autonomy-supportive supervision and addresses employees’ psychological needs to enhance distinctive aspects of digital adaptive performance in retail automation. By prioritizing these factors, retailers can ensure a smooth transition in navigating retail automation.