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A Study on the Use of Retailtech and Intention to Accept Technology based on Experiential Marketing

  • Journal of Internet of Things and Convergence
  • Abbr : JKIOTS
  • 2024, 10(2), pp.137-148
  • Publisher : The Korea Internet of Things Society
  • Research Area : Engineering > Computer Science > Internet Information Processing
  • Received : March 4, 2024
  • Accepted : April 5, 2024
  • Published : April 30, 2024

Lee, Sangho 1 Kwangmoon Cho 1

1목포대학교

Accredited

ABSTRACT

The purpose of this study is to determine how the use of retailtech technology affects consumers' purchase intention. Furthermore, this study aims to investigate the mediating effects of technology usefulness and ease of use on this influence relationship and whether experiential marketing moderates consumers' purchase intention. The survey was conducted from August 1, 2023 to September 30, 2023, and a total of 257 people participated in the study. For statistical analysis, hierarchical regression analysis, three-stage mediation regression analysis, and hierarchical three-stage controlled regression analysis were conducted to test the hypothesis. The results of the study are as follows. First, it was confirmed that big data-AI utilization, mobile-SNS utilization, live commerce utilization, and IoT utilization affect purchase intention in retail technology utilization. Second, technology usefulness has a mediating effect on IoT utilization, mobile-SNS utilization, and big data-AI utilization. Third, perceived ease of use of technology mediated the effects of IoT utilization, mobile-SNS utilization, live-commerce utilization, and big data-AI utilization. Fourth, escapist experience has a moderating effect on mobile SNS utilization and live commerce utilization. Fifth, esthetic experience has a moderating effect on mobile-SNS utilization and big data-AI utilization. Through this study, we hope that the domestic distribution industry will contribute to national competitiveness by securing the competitive advantage of companies by utilizing new technologies in entering the global market.

Citation status

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