Consumer perceived risk of using autonomous retail technology

Stefanie Sohn*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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Abstract

Recent technological advances have led to the emergence of autonomous consumer-facing retail technologies that perform mental and physical tasks on behalf of the consumer, such as artificial intelligence-enabled checkouts. However, despite substantial convenience benefits, consumers are reluctant to use these technologies, and empirical insights are lacking into the inhibitors of consumer adoption of autonomous retail technologies. Therefore, this research integrated consumer perceived risk theory and the motivation–opportunity–ability framework to develop and empirically test a model of consumer perceived risk of using autonomous retail technology (PR-ART). The findings of a field study revealed that the multidimensional and unique nature of consumer PR-ART is crucial in predicting consumer adoption. Furthermore, this research identified consumer-related (i.e., innovativeness, self-efficacy) and context-related (i.e., retailer trustworthiness) mitigators of PR-ART. These findings contribute to the research on consumer-facing technology and have important implications for retailers.

Original languageEnglish
Article number114389
JournalJournal of Business Research
Volume171
Issue numberJanuary
Number of pages10
ISSN0148-2963
DOIs
Publication statusPublished - Jan 2024

Keywords

  • Autonomous technology
  • Perceived risk
  • Retail technology
  • Technology adoption

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