Intention of mix-mode consumer shopping service adoption: a case in the retailing context

This study aims to investigate the intention of adopting a technological service innovation that is a mix-mode consumer shopping service in the retailing context.

A modified extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model is tested by using data on a real example named “Mkolay” which is a new mix-mode consumer shopping service. Data are collected from 217 participants and analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Research findings show that the customers' intention to use the new mix-mode consumer shopping service is particularly influenced by performance expectations, effort expectations, social influence and personal innovativeness.

In designing a mix-mode consumer shopping service, keeping the design as simple and easy to use as possible seems to increase the intention of adoption. Additionally, collaborating with reference figures or influencers could be instrumental to spread the new service to a wider audience hence increase the likelihood of adoption. Practitioners should also use new technologies in different ways to attract and surprise customers, especially taking into account the technological profile of potential users.

This study contributes to the literature of technological service innovation adoption by revealing the factors affecting the intention of adoption of mix-mode consumer shopping service in the retailing context with a modified UTAUT2 model.