Digital Technology Adoption Behaviour in the context of Unorganised retail: Towards a Technology Continuance Theory

Technologies around the world significantly transformed many industries in several aspects and retail industry is unavoidable. Around the globe transformation of retail industry is witnessed with the advent of new digital technologies which are used in retail industry. Technologies like Internet of things (IOT), Artificial Intelligence (AI), Virtual Reality (VR), Augment Reality (AR), Internet connectivity, Interactive Chatbot’s, Online payment platforms and Online communication transforms the retail industry and its allied business sectors in India. Retail industry in India is transformed in several aspects with the help of digital technologies and Indian retail industry is subdivided into three types. Those are Organised, Unorganised and E-Commerce. Unorganised retail is a traditional form of retail in India, where it outnumbers the organised retailers and E-tailers. Digital technologies process an immense amounts of information which was compressed on small storage devices that can be easily stored and transported. Digital technologies are a kind of electronic tools, systems, devices, and resources that could generate, store or process data. This study adopts Technology Continuance theory consists of Technology Acceptance Model (TAM), Cognitive Model (CM), and Expectation Confirmation Model (ECM). This theory aims to investigate the user continuance intention towards the utilization of technology. This study has five major independent constructs and one dependant variable which are extracted from TAM, CM, and ECM theories. The variables are Confirmation, Satisfaction, Perceived Ease of Use, Perceived Usefulness, Attitude, Continuous Intention to Use. This study proposed nine hypotheses and out of that nine hypotheses, five hypotheses are accepted which also validate the research model. Finally, this study strongly recommends automation technologies in retail, which is very useful and effective for unorganised retailers.