Adoption of shopper-facing technologies under social distancing: A conceptualisation and an interplay between task-technology fit and technology trust
- Authors
- Wang, X.; Wong, Y.D.; Chen, T.; Yuen, K.F.
- Issue Date
- Nov-2021
- Publisher
- Elsevier Ltd
- Keywords
- COVID-19 pandemic; Shopper-facing technologies; Social distancing; Task-technology fit; Technology adoption; Technology trust
- Citation
- Computers in Human Behavior, v.124
- Journal Title
- Computers in Human Behavior
- Volume
- 124
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/62109
- DOI
- 10.1016/j.chb.2021.106900
- ISSN
- 0747-5632
1873-7692
- Abstract
- As an important measure to combat COVID-19 pandemic, social distancing is observed worldwide and increasingly being regarded as a normative behaviour that guides consumers' daily activities. In response, consumers have embraced a variety of digital technologies that facilitate in-home or contactless shopping. This study examines the emerging presence of technologies in shopping activities under social distancing by: 1) conceptualising the structures of shopper-facing technologies, and 2) examining the interplay between task-technology fit and technology-trust that influences shoppers' adoption of the multi-dimensional technologies. Exploratory factor analysis and structural equation modelling are used for data analysis (n = 508). Our findings reveal three distinctive dimensions of shopper-facing technologies which are labelled as shopper-dominant (pre-)shopping technologies, shopper-dominant post-shopping technologies, and technology-dominant automations. Shoppers' adoption intention depends on their evaluations of the technology fit in performing shopping tasks characterised by contact avoidance/minimisation. The impacts of task-technology fit are further moderated by shoppers' trust in those technologies. More importantly, task-technology fit and technology trust are found to demonstrate differentiated explanatory powers towards shoppers’ adoption of the different categories of technologies. © 2021 Elsevier Ltd
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