QUESTIONNAIRES APPLICATION

Published Online: November 8, 2024

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Consumer attitude as a mediator in the adoption of

smart retail technologies in emerging market
Mathivannan Jaganathana | Selvan Perumala | Hasnizam Shaaria | Nik Kamariah Nik Mata |
Yaty Sulaimana
aSchool of Business Management, Universiti Utara Malaysia, Sintok, Kedah, Malaysia.

Abstract This study examines the factors influencing the adoption of smart retailing technologies in Malaysia, a developing
retail market. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 391 valid
questionnaires, the study highlights the significant role of perceived advantage, novelty, and risk in shaping consumer
attitudes toward smart retailing. The results demonstrate that perceived advantage significantly and positively influences
consumers' attitude toward smart retailing (β = 0.453, t = 7.461, p < 0.001). Similarly, perceived novelty strongly influences
attitude (β = 0.286, t = 5.193, p < 0.001). In contrast, perceived risk has a negative effect on attitudes toward smart retailing
(β = -0.152, t = 3.520, p < 0.001). Furthermore, the study reveals that the attitude toward smart retail significantly influences
the acceptance of smart retail technologies (β = 0.780, t = 26.484, p < 0.001). Moreover, the mediating role of attitude is
confirmed, mediating the relationship between perceived advantage, novelty, risk, and the acceptance of smart retailing.
Specifically, perceived advantage (β = 0.353, t = 6.806, p < 0.001) and perceived novelty (β = 0.223, t = 5.131, p < 0.001)
positively influence acceptance through attitude, while perceived risk has a negative indirect effect (β = -0.118, t = 3.456, p
< 0.001). These findings underscore the critical importance of consumer attitudes in mediating the impact of perceived
advantage, novelty, and risk on the adoption of smart retail technologies. The conclusions of this study hold significant
implications for retail managers and policymakers seeking to promote the adoption and utilization of smart retail solutions
in emerging markets.
Keywords: smart retailing, perceived advantage, perceived risk, perceived novelty, attitude

1. Introduction
The retail industry is undergoing a significant transformation, profoundly impacting brick-and-mortar retail, leading to
the emergence of omnichannel retail. This transformation is driven by the deployment of advanced technological frameworks
such as artificial intelligence, blockchain, the Internet of Things, digital currency, robotics, and augmented/virtual/mixed reality
(AR/VR/MR). These collectively support 'smart' retail services, which blur traditional retail channel boundaries, creating a
seamless and integrated shopping experience for consumers. This transformation is reshaping the retail landscape and has
exerted considerable influence on the Malaysian economy (Ariff, 2020; Perumal et al., 2022; Reddy & Khanna, 2024). Moreover,
these technologies enhance supply chain efficiency by enabling real-time tracking, inventory management, and demand
forecasting, reducing costs and improving delivery times (Jaganathan et al., 2014).
The smart retail market is expected to reach USD 59 billion by 2025. In Malaysia, intense online shopping competition
has shaken the retail status quo. However, the mall culture is still strong (The Star, 2021), and smart retail needs to provide
unique value to offline shoppers. Therefore, future researchers should investigate the adoption of smart retailing, as the
particular shopping style in Malaysia is still nascent but can be explored (Ng et al., 2021; Roy et al., 2018). This means that
adopting smart retailing, which aims to provide customers with experiential shopping experiences in shops, is considered
lagging among local shoppers.
In response to this urgency, this study draws on the Technology Acceptance Model (TAM) and the Diffusion of
Innovation (DOI) to examine consumer adoption of smart retailing as their shopping style in physical retail shops. The TAM
assumes that utilitarian beliefs highly determine consumers' intention to engage in new behavior, whereas the DOI theory
assumes that innovation (including behaviors, products, and services) spreads widely due to innovation characteristics (Dikshit
et al., 2023).
Consumer perceptions are not equally relevant to all new behaviors and innovations (Hoyer et al., 2020). As smart
retailing is still emerging (Ng et al., 2021), effectively communicating its benefits is crucial for its adoption in local markets,
where clear differentiations can increase shopping value (Adapa et al., 2020). Moreover, smart retailing is a novel shopping
lifestyle for many consumers. A strategy to stimulate consumers' curiosity and novelty perceptions is essential, as the sense of

Multidiscip. Rev. (2025) 8:e2025101 Received: June 9, 2024 | Accepted: October 12, 2024
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curiosity drives consumers to explore unfamiliar innovations and the value they offer (Adapa et al., 2020). Smart retailing,
technically, requires high-frequency data exchange over time, raising concerns about data security risks. The public has been
especially worried after an alleged data breach from a government portal, where over four million individuals' data were
illegally sold (New Straits Times, 2021). Balancing personal capabilities and technology performance is key to mitigating
uncertainty in the adoption of smart retail in local contexts.
Therefore, this study focuses on Malaysian shoppers to examine the determinants influencing attitudes toward and
acceptance of smart retailing.
2. Literature Review
The TAM was adapted from the theory of reasoned action (TRA) (Fishbein & Ajzen, 1975) and is considered the most
influential technology in the information system field (Pillai et al., 2020). It has two exogenous constructs: perceived usefulness
and perceived ease of use. Although the model describes these two components as imperative for shaping consumer attitudes,
nascent smart retailing in Malaysia (Ng et al., 2021) indicates that utilitarians have not yet influenced consumer preferences
toward smart retailing. As an initiative study, this study removed these two components and replaced them with perceived
advantage, novelty and risk, which are more important for understanding consumers' technology acceptance rather than
adoption, as illustrated in Figure 1.

Figure 1 Technology acceptance model.

2.1. Diffusion of Innovation

The diffusion of innovation theory describes how information exchange in a social system can expose individuals to
innovation. This information is transmitted through various channels to increase awareness among target users. Technological
innovations have five attributes—relative advantage, compatibility, complexity, trialability, and observability—influencing the
diffusion process. In smart retail, the physical appearance of stores and surrounding facilities offers consumers a trial
experience. However, consumers may not yet fully understand the practicality and ease of smart retailing. Therefore, perceived
advantage is more relevant in understanding Malaysian shoppers' acceptance of smart retailing.
2.2. Perceived advantage
Perceived advantage can refer to "the degree to which an innovation is perceived as being better than the idea it
supersedes (Rogers, 2003)." Positive differentiation is the primary reason for changing consumer behavior, providing users
with advanced features and benefits over existing ones (Roy et al., 2020). Customers create greater expectations in their
psychological state once more advanced technologies are compared with existing devices (Morimura & Nishioka, 2016). Service
providers should consider how to effectively present and deliver the distinctive benefits of a new technology to shoppers
(Rogers, 2003). Chronologically, the perceived advantage has been validated by previous scholars to influence consumers'
attitudes toward online shopping. Akroush and Al-Debei (2015) empirically tested the effect of perceived advantage on
customer attitudes and trust. The study indicated that perceived advantage is an essential determinant influencing customers'
trust and attitudes in online shopping. Recently, Chetioui et al. (2021) also examined the influence of perceived advantage on
customer attitudes toward shopping online, and this was the most significant relationship in their framework. The following
relationship is proposed:
H1: Perceived advantage positively and significantly influences attitudes toward smart retailing.

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2.3. Perceived novelty

Perceived novelty refers to how shoppers view SRT as distinctive and innovative since it enhances their purchasing
experience more conveniently than current retail technology does (Adapa et al., 2020). Smart retailing is a novel buying
approach that is unfamiliar to many consumers in underdeveloped countries (Roy et al., 2020). Perceived novelty remains a
crucial external incentive for attracting new customers and retaining existing users of smart retailing systems. Innovative
technology provides many uses that differ from those of current technologies. A new technology could pique customers'
curiosity and motivate them to delve deeper into its benefits.
Nikhashemi et al. (2021) conducted a study to examine how the novelty of augmented reality (AR) applications provided
by businesses such as Ikea, Gap, and Amazon affects the utilitarian and hedonistic rewards reported by experienced customers
in Malaysia. The findings indicate that perceived novelty substantially correlates with buyers' individual cognitive and
emotional conditions. Customers are more likely to have a favorable view of an AR app if they see it as new and innovative,
especially if it provides a more enjoyable and interactive buying experience than traditional methods do. The study indicates
that the perceived novelty of augmented reality (AR) applications might improve the practical and fun aspects of the shopping
experience, resulting in a more favorable attitude toward these innovative technologies. The second hypothesis of the study
provides additional details on this relationship.
H2: Perceived novelty positively and significantly influences attitudes toward smart retailing.
2.4. Perceived risk
Perceived risk is "the degree of uncertainty about using a specific product/service due to the potential negative
consequences expected to emerge from its adoption or use (Adapa et al., 2020)." Risk perception does not relate to objective
data sources; it is a subjective judgment by individuals about any less familiar incident they encounter. The exhaustion of
consumers toward a new product or service because they perceive such an item or practice is high risk and requires much
psychological effort. They may present resistant behavior if they perceive that uncertain and negative outcomes may occur
when they use new technologies with which they are not familiar. Roy et al. (2017) reported that customers' perceived risk
reduced their smart experience in retail, and their overall evaluation of smart retail technologies also decreased. This finding
indicated that consumers' preferences toward smart retailing would be hindered if they perceived that smart retailing
eventually had a highly uncertain impact. Thus:
H3: Perceived risk negatively and significantly influences attitudes toward smart retailing.
2.5. Attitude toward smart retailing
Attitudes are closely linked with beliefs, and it is argued that once a positive belief arises in the state of mind, positive
attitudes have a high propensity to heighten propensities to accept new technologies. This assumption has been proven by
many recent studies. Studies on smart retailing have revealed that customers with good views are more likely to have favorable
intentions toward smart retail technologies (Ng et al., 2021; Roy et al., 2018, 2020). Conversely, negative views could lead to
precautionary actions while implementing smart commerce. Hence, attitude plays a role in determining consumers' acceptance
of and resistance to smart retailing. Hence:
H4: Attitude toward smart retailing positively and significantly influences acceptance of smart retailing.
2.6. The mediating effects of attitude
In addition, attitude intensely impacts the formation of technology acceptance models in most cases (Khalilzadeh et al.,
2017). Constructive behavior toward smart retailing would occur if consumers' preferences were to be positive.
Chronologically, the mediating effects have been inconclusively validated by previous studies. Ng et al. (2021) introduced
attitude as a mediator between stimuli and response variables (e.g., word-of-mouth). The results indicated that customers'
attitudes were important in mediating perceived value and enjoyment of word-of-mouth, whereas perceived usefulness was
insignificant. In contrast, attitude significantly mediates the relationships among utilitarian performance expectancy, hedonic
performance expectancy, security and behavioral intentions (Khalilzadeh et al., 2017). The present study proposed the
mediating role of attitude between perceived advantage, novelty, risk and acceptance of smart retailing. Therefore, the
mediations are listed below:
H5: Attitude toward smart retailing positively and significantly mediates the relationship between perceived advantage and
acceptance of smart retailing.
H6: Attitude toward smart retailing positively and significantly mediates the relationship between perceived novelty and
acceptance of smart retailing.

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H7: Attitude toward smart retailing negatively and significantly mediates the relationship between perceived risk and
acceptance of smart retailing.
3. Methodology
3.1. Instrumentations
The self-administered questionnaire was designed to collect data from shoppers who had smart retailing experience in
the past six months. For perceived advantage, six items were adapted from three resources (Rogers, 2003; Moore & Benbasat,
1991; Truman et al., 2003). The six items of perceived novelty were adapted from two resources (Adapa et al., 2020; Wells et
al., 2010), and the six items of perceived risk were adapted from two resources (Adapa et al., 2020; Forsythe & Shi, 2003). In
terms of attitudes toward smart retailing, seven items were adapted from two resources (Ng et al., 2021; Patil et al., 2020),
and six items were adapted from two resources (Gao & Bai, 2014; Nikhashemi et al., 2021).
3.2. Data collection
The authors applied the purposive sampling technique. The data collection procedure was conducted at six selected
shopping malls in Klang Valleys. Every respondent was given 15 minutes to answer a self-administered questionnaire and told
that the instrument had no definite answer to justify whether their response was true or false. Four hundred twenty
questionnaires were collected, and 391 forms were applied for further analysis. According to Table 1, the Malays were the
largest group (48.3%), females (n = 228) were more common than males were (n = 163), and the respondents aged between
25 and 34 were the leading response group.
Table 1 Demographic profile.
Descriptions Frequency Percentage
Gender Male 163 41.7
Female 228 58.3
Age 18-24 109 27.9
25-34 235 60.1
35-44 33 8.4
45-54 12 3.1
Above 54 2 0.5
Education Up to high school 117 29.9
Undergraduate degree 252 64.5
Postgraduate degree 22 5.6
Marital status Single 278 71.1
Married 108 27.6
Others 5 1.3
Ethnicity Malay 189 48.3
Chinese 154 39.4
Indian and others 48 12.3

4. Results and Discussion

The present study applied partial least squares structural equation modeling as the analysis technique for the hypothesis
data. In the two-stage approach, the measurement model is the first step in computing the data's reliability, convergence, and
discriminant validity. The structural model is the relationship assessment step.
4.1. Measurement model
Mardia's multivariate skewness (β = 7.833, p<0.001) indicated that the data distribution is a nonnormal distribution and
that PLS-SEM is the statistical technique for inferential data analysis (Kline, 2016). Table 2 shows that all the items were above
0.5 outer loadings except for PA6 (0.409) and PR5 (0.082). Hence, these two items were deleted. The Cronbach's alpha ranged
between 0.846 and 0.921, the rho_a ranged between 0.925 and 0.862, and the composite reliability ranged between 0.938 and
0.891, which are above the 0.7 threshold value (Hair et al., 2022). The average variance extracted ranged between 0.582 and
0.699, which is above the 0.5 threshold value (Sarstedt et al., 2023).
In terms of discriminant validity, if the value is closer to 1, it has a lower discriminant validity. This study's heterotrait–
monotrait ratio (HTMT) results prove that the research model has substantial discriminant validity since all HTMT values are
less than 0.9 (Henseler et al., 2015).

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Table 2 Reliability and validity analysis.

Latent variables Items Outer Loadings Cronbach's alpha rho_a CR AVE
Perceived advantage PA1 0.532 0.850 0.873 0.891 0.582
PA2 0.797
PA3 0.745
PA4 0.883
PA5 0.863
PA7 0.704
Perceived novelty PN1 0.782 0.896 0.909 0.920 0.657
PN2 0.820
PN3 0.823
PN4 0.727
PN5 0.879
PN6 0.824
Perceived risk PR1 0.771 0.846 0.862 0.893 0.631
PR2 0.833
PR3 0.890
PR4 0.870
PR6 0.565
Attitude toward smart retailing ATD1 0.812 0.921 0.925 0.938 0.685
ATD2 0.876
ATD3 0.882
ATD4 0.865
ATD5 0.859
ATD6 0.827
ATD7 0.650
Acceptance of smart retailing AOS1 0.834 0.913 0.925 0.933 0.699
AOS2 0.895
AOS3 0.846
AOS4 0.913
AOS5 0.707
AOS6 0.804

Table 3 Heterotrait‒monotrait ratio of correlations (HTMT) discrimination validity of the measurement model.
1 2 3 4 5
1. AOS
2. ATD 0.843
3. PA 0.809 0.804
4. PN 0.635 0.667 0.736
5. PR 0.511 0.52 0.597 0.307

4.2. Structural model

The VIF values ranged between 1.435 and 3.117 in the full collinearity test, indicating that the research model in this
study is free from common method bias (Kock, 2015). In terms of direct effects, all the relationships were supported.
Specifically, perceived novelty presented the strongest direct effect on attitudes toward smart retailing (β = 0.453, t = 7.461,
p<0.001), as shown in Table 4. It was followed by perceived novelty (β = 0.286, t = 5.193, p<0.001). Thus, H1 and H2 were
supported. Perceived risk adversely affects attitudes toward smart retailing (β = -0.152, t = 3.520, p<0.001), and H3 was
supported. The attitude was proven to positively and directly affect acceptance of smart retailing (β = 0.780, t = 26.484,
p<0.001), and H4 was supported. In terms of indirect relationships, attitude toward smart retailing mediated all exogenous
variables to influence acceptance of smart retailing. Specifically, perceived advantage was identified as the strongest variable
that indirectly influences acceptance of smart retailing (β = 0.353, t = 6.806, p<0.001), followed by perceived novelty (β = 0.223,
t = 5.131, p<0.001), whereas perceived risk negatively indirectly hinders acceptance of smart retailing (β = -0.118, t = 3.456,
p<0.001). In short, H5, H6, and H7 were supported.
The results of this study contribute significantly to the perception of smart retailing adoption in Malaysia, an emerging
market where conventional shopping mode still prevails. The results align with the Technology Acceptance Model (TAM) and
the Diffusion of Innovation (DOI). It has confirmed the critical roles of perceived advantage, perceived novelty, and perceived
risk in shaping consumer attitudes and acceptance of smart retailing.
Smart retailing is identified as ongoing competition for offline retail service providers. This circumstance highlights that
the retail service provider should promote outstanding characteristics in consumers' state of mind. This study aligns with a

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previous study in which perceived advantage is considered an additional consumer resource that can increase the probability
of technology engagement (Gong et al., 2022). Similarly, a previous empirical study highlighted that perceived advantage and
perceived novelty enrich the smart retailing shopping process (Adapa et al., 2020). This finding echoes past studies, such as
those by Adapa et al. (2020) and Mew & Millan (2021). This indicates users are drawn to innovations that enhance convenience,
efficiency, and overall shopping experiences. For example, smart checkouts at leading retailers in Malaysia have been well
received due to their faster service and shorter waiting times, demonstrating how a perceived advantage can drive consumer
engagement.
The relationship between perceived novelty and attitude is supported, and this finding aligns with previous studies in
self-service ordering kiosks (Lacap et al., 2023). The research corroborates the notion that new and inventive elements, such
as augmented reality product previews or virtual fitting rooms, generate enthusiasm and intrigue among consumers, as seen
by Nikhashemi et al. (2021). Although these technologies remain in their infancy in Malaysia, the potential for analogous
adoption trends exists if consumer curiosity is effectively ignited through marketing strategies that emphasize novel
characteristics.
Conversely, perceived risk negatively influences consumer attitudes towards smart retail, as evidenced by previous
studies on e-commerce chatbots (Kasilingam, 2020). Risk concerns are mostly related to new and less familiar technological
usage contexts, and retailers should mitigate their risk by equipping enough employees with appropriate training.
Unsurprisingly, attitudes mediate all three perceptions of smart retail adoption and are supported by the TAM. Therefore,
cultivating consumer preferences for products and services. would be equally important alongside staff support.
Table 4 Path coefficient and hypothesis testing.
Hypotheses Path coefficients Std. dev. t values Decisions
H1 PA -> ATD 0.453 0.061 7.461 Supported
H2 PN -> ATD 0.286 0.055 5.193 Supported
H3 PR -> ATD -0.152 0.043 3.520 Supported
H4 ATD -> AOS 0.780 0.029 26.484 Supported
H5 PA -> ATD -> AOS 0.353 0.052 6.806 Supported
H6 PN -> ATD -> AOS 0.223 0.043 5.131 Supported
H7 PR -> ATD -> AOS -0.118 0.034 3.456 Supported

5. Conclusion
Smart retailing is an inevitable change that every retailer must consider. This study has confirmed that perceived
advantages novelty and risk play an important role in consumer acceptance of smart retailing. However, several
recommendations are proposed to enrich the literature. First, different smart retailing technologies require different relevant
determinants to drive consumer adoption. Second, the authors could extend the study to specify different aspects of
technological advantages. Third, the authors could extend the model with additional perceptions, especially perceived
interactivity, since smart retailing offers a dynamic interaction to stakeholders. Finally, this study focused on more millennials
(25--34 years of age). Subsequent studies could approach Gen-Z consumers, the group with the highest potential for the
diffusion of smart retailing in Malaysia. In summary, the adoption of smart retail technologies in Malaysia is subject to balancing
perceived advantages and novelty with risk mitigation strategies. By understanding and addressing these factors, retailers,
industrial stakeholders and policymakers can operate digital transformation in the retail sector, offering consumers an
improved, efficient, and secure shopping experience.
Acknowledgment

This research was supported by the Ministry of Higher Education (MoHE) of Malaysia through the Fundamental Research
Grant Scheme (FRGS/1/2020/SS01/UUM/02/18).

Ethical Considerations
The authors declare that all factors related to protecting participants were considered and that all of the information collected
was confidential.
Conflict of Interest
The authors declare that they have no conflicts of interest.
Funding

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This research received financial support from the Ministry of Higher Education (MoHE) of Malaysia through the Fundamental
Research Grant Scheme.
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