How Communities Affect the Technology Acceptance Model in the Retail Sector

The technology acceptance model has greatly evolved since its first appearance in the literature around 30 years ago. One of the most important changes has been the increasing influence of social activities on the adoption of technology in everyday life. Technologies allow customer to create communities that can exert a strong influence in the process of technology acceptance, especially in retailing where the relations between companies and consumers are a fundamental part of the everyday activity. In our study, we have analyzed how groups of consumers create value during the shopping process and help one other to manage relations with technologies and overcome the perceived threats of the shopping and user experience.