Therefore, the purpose of this study is to explore utilitarian and hedonic motivations that promote customers' purchase intentions in smart stores. This study proposes that hedonic motivation should also play an important role, as new technologies may arouse customer curiosity and increase pleasant experiences. However, traditional brick-and-mortar stores and theories focus on investing in utilitarian factors to attract customers. The ultimate goal for retailers should be shopping, not technology adoption. Although prior studies have investigated factors influencing the adoption of smart retail technology, to the authors’ knowledge, no previous work has investigated the determinants of purchase intentions. Purpose: Recently, smart retail technology has emerged as an innovative technology that can improve consumer motivation and behavior in smart stores.
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