Vol. 15 No. 3-4 (2021)
Articles

Factors affecting acceptance of smart retail solutions in Hungary: an empirical study using UTAUT2 model

Published February 12, 2022
Eszter Szabó-Szentgroti
Department of Business Administration, Institute of Economic Science, Hungarian University of Agri-culture and Life Sciences
Gábor Szabó-Szentgróti
Hungarian University of Agriculture and Life Sciences)

APA

Szabó-Szentgroti, E., & Szabó-Szentgróti, G. (2022). Factors affecting acceptance of smart retail solutions in Hungary: an empirical study using UTAUT2 model. Applied Studies in Agribusiness and Commerce, 15(3-4). https://doi.org/10.19041/APSTRACT/2021/3-4/6

In today's digitalisation process, retail is also undergoing a transformation, with the emergence of new smart solutions. Integrating intelligent solutions into a business model means new strategic challenges for retailing companies. The aim of the research is to examine the factors influencing the behavioural intention and use behaviour of smart retail solutions (SRS). The proposed model was based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). Data was collected by conducting a questionnaire of 302 Hungarian respondents. Confirmatory factor analysis (CFA) and partial least squares (PLS-SEM) estimation were implemented. The results showed that behavioural intention is significantly and positively influenced by effort expectancy and it is significantly and negatively influenced by facilitating conditions. Most of the respondents are not yet regular users of SRS, and the market penetration of front-end intelligent solutions in retail is considered as rather low.

JEL code: M10, M31, O14