Abstract
Recent technological advances have led to the emergence of smart retail technologies, platforms, and solutions (such as artificial intelligence-enabled shopping assistance, checkouts, chatbots, and smart mirrors.) offering a blend of digital technology and traditional shopping experiences, including performing autonomous (mental and physical) tasks on behalf of the consumer. However, despite substantial convenience benefits, consumers are reluctant to use these technologies, and empirical insights are lacking into the inhibitors of consumer adoption of smart retail technologies. Therefore, this study integrated affordance theory to develop and empirically test a model of smart consumer digital ethical perceptions and behaviour of using smart retail technologies and platforms. The findings of the study revealed that the multidimensional and unique nature of consumer perceptions and behaviours is crucial in predicting consumer adoption and digital well-being. Furthermore, this study presents a strong argument by showing that the benefits of positive smart experiences go beyond immediate results. The experiences significantly impact consumer intentions, particularly in terms of purchasing behaviour and loyalty to the retailer. These findings contribute to the research on the use of smart technology in retail and have important implications for retailers.