Investigating the effects of smart technology on customer dynamics and customer experience

Increased use of smart technologies by customers is leading to recognition of their influence on the
shopping experiences of customers by practitioners. However, the academic literature fails to
acknowledge the influence of smart technology usage, combined with behavioural intention of the
customer, on the dynamics and experience of customers. This research utilises explanatory research at
the preliminary stage to examine this phenomenon in a retail setting. A conceptual framework was
created, based on the scholarly knowledge available in extant literature, and was tested using a survey of
a convenience sample of 330 consumers shopping in a high-end retail store in London, United Kingdom.
Structural Equation Modelling (SEM) via AMOS was employed to test the proposed model. This study
contributes to technology adoption based consumer behaviour literature, by explaining the ability of
learning commitment to drive the participation of an individual, but its inability to influence their
behavioural intention. Findings of this research also reflect on the role of customer dynamics and
customer experience in embracing innovative application of smart technologies in a retail setting. The
results and implications included in our study also contribute to the understanding of the determinants
that affect customer dynamics and customer experience when making use of smart technologies.