Adopting retail technology in crises: integrating TAM and prospect theory perspectives

Abstract

Purpose

This paper combines prospect theory (PT) and the technology acceptance model (TAM) proposing that technology anxiety (TA), risk averseness (RA), concern and resistance to use inhibit technology acceptance, while trust, social influence (SI) and compatibility are enablers to technology acceptance, particularly in the context of consumer adoption of retail technologies during crises.

Design/methodology/approach

A review of PT and TAM literature was conducted to develop a model which considers the impact of inhibitors and enablers on retail technology acceptance.

Findings

This investigation establishes a theoretical model of mid-crisis retail technology adoption behavior that can be tested quantitatively. Several propositions regarding relationships between proposed inhibitors, enablers and TAM are presented, as well as implications for future research.

Originality/value

This investigation further integrates PT and TAM, proposing that PT is an appropriate framework to investigate inhibitors and enablers of retail technology acceptance during crises.

Citation

Burgess, B., Yaoyuneyong, G., Pollitte, W.A. and Sullivan, P. (2023), "Adopting retail technology in crises: integrating TAM and prospect theory perspectives", International Journal of Retail & Distribution Management, Vol. 51 No. 7, pp. 939-954. https://doi.org/10.1108/IJRDM-05-2022-0153