Examines factors influencing digital transformation intentions in retailers, suggesting key drivers for success.
Purpose: The study is to examine how unified theory of acceptance and use technology (UTAUT) is applied to verify the intention of retailers’ digital transformation. Research design, data, and methodology: Respondents received surveys from a total of 300 retailers, and all 300 copies were used in the actual analysis. Reliability test and confirmatory factor analysis were performed for research validity and reliability. Results: First, the performance expectancy has a positive effect on the intention of digital transformation. Second, the effort expectancy has no significant effect on the intention of digital transformation. Third, the facilitation condition has a positive effect on the intention of digital transformation. Fourth, the social influence has no significant effect on the intention of digital transformation. Finally, the intention of digital transformation. has a positive effect on the actual adoption of digital transformation. Conclusions: Based on the results, we aim to provide various theoretical and practical perspectives on factors affecting the digital transformation of retailers.
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Yeo et al. (2023) studied this question.
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