Integrating online and offline worlds through mobile technology in physical stores : A quantitative study investigating the impact of technology readiness on the technology acceptance model for mobile technologies in physical retail

Sammanfattning: Customers uses both offline and online channels before the final purchase, retailers that are operating and selling their products both online and offline can benefit from aligning the experiences on their channels by using an omni-channel strategy. The smartphone is becoming a natural part of our day-to-day life and keeping us connected, also when visiting abrick and mortar retailers. Mobile technology therefore possesses the opportunity to integrate in-store experience with the online world for creating value for customers. But many retailers are struggling in their integration efforts towards an omni-channel strategy due toall the possible technologies to invest. Therefore, the purpose of this thesis was to investigate the acceptance of mobile technologies in a brick and mortar retail setting, the chosen technologies are beacons and augmented reality.This research investigated the mediating effect of the four technology readiness dimensions:optimism, innovativeness, discomfort and insecurity, on the constructs of the technology acceptance model: perceived usefulness and perceived ease of use. The research was carried out with a positivist research philosophy, inductive approach and lastly with an explanatory research design including a quantitative method. The data was collected through a survey, which got answered by 224 participants. The data was further statistically analyzed. The result showed that several of the dimensions of technology readiness had a significant effect on the constructs of technology acceptance model, especially the dimension: optimism. Thus, retailers that wants to introduce mobile technology into their stores should put emphasis on customizing their offerings towards the customers’ different level of technology readiness, especially optimism.