Reframing the adoption of in-store technologies: consumer-centric frameworks for value co-creation

The integration of in-store technologies (ISTs) in physical stores presents retailers with a transformative opportunity to enhance customer experience and gain a competitive edge. However, IST consumer adoption remains low, limiting their full potential. This study conducts a systematic literature review guided by the Antecedents-Decisions-Outcomes (ADO) framework and the Theories-Contexts-Methods (TCM) framework to understand the drivers and barriers of ISTs adoption. By grouping numerous antecedents and theories into coherent categories, our findings reveal that most IST literature frames consumers as passive recipients, thereby underestimating consumers' active role during ISTs interactions. To address this gap, we propose two novel consumer-centric frameworks that position consumers as co-creators and co-producers of value, rather than passive adopters when engaging with ISTs. We provide actionable strategies for retailers to optimize IST implementation. Additionally, we propose a future research agenda, identifying key avenues for advancing the understanding of IST adoption and consumer value co-creation in physical retail settings.