Technology Adoption for Different E-tailer Formats: A Conceptual Framework

Abstract

The increasing trends in technological advancements have opened up a new horizon of opportunities for organizations. With the penetration of mobile technologies, the aspirant organizations have found a new medium to engage their stakeholders. Brick and mortar retailers often seem to invest high costs on technology and infrastructure, but the need of time emphasises to change the behavior of decision making. Various technology adoption models (TAM) have been deployed in past which help to adopt new technologies to sync with current systems. A new format called ‘brick and click’ retailers has flipped the traditional format of retail models and has opened up new possibilities for upcoming technologies. This study helps in identifying the upcoming Internet of Things (IoT) technology suitable for different formats of retailers, i.e., e-hypermarkets, e-specialty stores, and e-convenient stores. The model analyses assertive compatibility of IoT and Intranet of Things with the existing retail formats. For this study we have considered various e-tailer formats operating in Asian region specifically India, and empirical investigation is performed. The study proves significant at global level as the structure of e-tailers are seminal throughout the world. © IEOM Society International.