Merchandising/Marketing/Retailing: Management

Does Digital Adaptability Shape Consumer Experience in Hybrid Retail? Focusing on Generational Differences

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Abstract

The study examines how consumers' digital technology adaptability (DA) influences four antecedents of technology use—Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC)— and consumers' attitudes (ATT) and intentions (BI) toward smart in-store technology-driven shopping considering age differences, guided by the Unified Theory of Acceptance and Use of Technology (UTAUT). The PLS-SEM results with 298 samples confirm that DA positively influences PE, EE, SI, and FC, subsequently impacting ATT and BI. Regarding the age differences, the multigroup analysis (MGA) results indicate that PE has a greater effect on ATT in the older consumer group, while SI significantly affects ATT in the younger group. The findings imply that retailers can tailor support for in-store digital technology based on different digital adaptability levels and differentiate strategies to promote smart in-store technology, emphasizing its effectiveness for older consumers and using social referrals for younger consumers.

Keywords: digital adaptability, smart in-store technology, age, generational differences

How to Cite:

Hwang, J., Kim, S. E. & Youn, S., (2024) “Does Digital Adaptability Shape Consumer Experience in Hybrid Retail? Focusing on Generational Differences”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17489