Discussion on the application of “new retail” with the technology acceptance model

Abstract

Based on point of view of Ma Yun, the era of pure e-commerce will soon end, and the future will not have e-commerce but “New Retail”, which means enterprises must meet customer needs, and have efficient functions to integrate online, offline and logistics. Therefore, this study attempts to establish an integrated architecture, from the consumer point of view to explore the external market-oriented consumer technology acceptance model, and explores the impact of external market orientation on perceived usefulness, perceived ease of use, use attitude and behavioral intentions. The theoretical structure was validated by structural equation modeling (SEM) using AMOS software, and 315 valid samples were used for empirical analysis. Empirical results show that external market orientation positively affects perceived usefulness and perceived ease of use of consumers; perceived usefulness positively affects attitudes; perceived ease of use positively affects use attitudes; uses attitudes positively affect behavioral intentions; however, perceived usefulness cannot directly affect the behavioral intentions, so perceived usefulness can influence the behavioral intentions by enhancing the use attitude of consumers. In addition, the use attitude for perceived usefulness affects the important mediator variables of the behavioral intentions. Finally, according to the research, this paper puts forward the suggestion of management meaning and the academic future reference to the research of “New Retail”.