Investigating Smart Retail Stores Adoption: An MOA Theoretical Perspective
DOI:
https://doi.org/10.52731/lbds.v004.257Abstract
This study employs the Motivation, Opportunity, and Ability (MOA) theory to explore factors influencing consumer adoption of smart retail stores in Taiwan. Analyzing responses from 829 potential users, it identifies significant positive effects of motivation, opportunity, and ability on consumer attitudes, which directly enhance adoption intentions. Opportunity also serves as a moderator, amplifying the impact of motivation on attitudes, highlighting its critical role in smart retail adoption strategies. This research substantively supports the adoption of smart retail stores, both theoretically and empirically, filling a notable gap in Taiwan's academic exploration of smart retailing. It provides a robust empirical foundation for promoting smart retail adoption both lo-cally and globally, offering valuable insights for the retail industry, policymakers, and academia.
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