Consumer-computer interaction and in-store smart technology (IST) in the retail industry: the role of motivation, opportunity, and ability

Recent advances in technology have led to the emergence of smart technology systems in brick-and-mortar stores. This study aims to explore the factors that influence customer adoption of in-store smart technology in a retail setting. By adopting the motivation, opportunity, and ability framework, the present study examines the role of relative advantage, perceived complexity, flow experience, enjoyment, retailer support, perceived...