Abstract:
The understanding of technology that comes with Industry 4.0, the fact that all devices are connected to each other and to the network with the Internet of Things, the development of machine learning and artificial intelligence systems, automation moving to a different dimension, and most importantly, the fact that all of these are becoming cheaper and available to everyone every day creates the opportunity for the retailer to use these systems for their own stores. The retailer makes various improvements by utilizing the data obtained by using these systems to provide better customer satisfaction. Consumers, on the other hand, evaluate these smart retail technologies according to the factors they perceive and form positive or negative reactions towards these technologies or businesses. In this research, a model has been created based on some of the ethical concerns of the consumer, utilizing the theories explaining the acceptance of new technologies. In this model, in addition to the effect of the independent variables of perceived privacy risk, perceived security and trust on the dependent variable of behavioral intention, whether perceived benefit affects this relationship, that is, whether there is a mediating variable effect, formed the basis of the study.

Keywords: Retail, Ethical Concerns, Personal Data Privacy, Perception of Benefit, Smart Retail Technology, Consumer Intention, Data Security

Download Article File