The Effect of Retailtech AI Service Acceptance on Behavioral Intention: Focused on Digital Innovation for Customer Experience

Purpose: The purpose of this study is to understand the effect of consumer acceptance of retailtech AI service on perceived value and behavioral intention, using the Unified Theory of Acceptance and Use of Technology. Research design, data, and methodology: We conducted an online survey of retailtech AI service users in their 20s to 50s in Korea, and verified the research hypotheses using SPSS and AMOS. Results: First, we found that the acceptance of retailtech AI service consumers (in order of performance expectancy, social influence, effort expectancy, and facilitating conditions) has a significant positive effect on perceived value. Second, we found that the perceived value of retailtech AI service consumers has a significant positive effect on behavioral intention. Conclusions: Academically, this study clarified the conceptual definitions to understand the practical implications of retailtech under Retail 4.0. It also identified the effect of consumer acceptance of retailtech AI service on perceived value and behavioral intention. Practically, since one of the main reasons for the acceptance of retailtech AI service is to improve customer experience, we suggest that company should shift their business model to interactive e-commerce, which provides AI services related to product search, counseling, and product recommendations using Generative AI to improve shopping performance and convenience.