Effect of smart mall retail technologies on patronage intention to shopping malls in Klang valley Malaysia

Declining physical retail sales due to rise of online shopping and low footfall in malls have forced many brick and mortar retailers to invest and leverage smart retail technologies (SRT). SRT provides mall operators with innovative ways to transform and meet the demand for elevated shopping experiences by balancing the human touch with technology. Despite the rapid use and proliferation of smart retail technologies, there is limited study on the impact of smart retail technology on mall patronage. This study seek to understand the relationship between technology and consumer experience leading to higher mall patronage intention based on two aspects of user decision making underpinned by the Technology acceptance model (TAM) as cognitive process and stimulus-organism response as affective process to explain the mall patronage intention. Data collected using a non-probability sampling method from respondents who have visited at least 2 of the 5 major malls (such as (1) One Utama Shopping Centre, (2) Mid-Valley Mega Mall, (3) Sunway Pyramid, (4) Pavilion Kuala Lumpur and (5) Suria KLCC) in Klang Valley in Malaysia). Partial Least Squares Structural equation modeling was used to analyze the responses from 850 respondents. Results showed that only 1.4% of the respondents were captivated by SMaRT illusory occurrences, at the same time ‘Buy In-store, Pick-up In-Store” continues to be the most preferred choice in multi-channel shopping. Generation Z account for about 29% of total population in Malaysia. They are very digitally involved, heavily dependent upon smart devices and intensely connected with the social media. The finding suggests that there are extensive opportunities to employ SMART Mall Retail Technologies to elevate consumers’ electronic-experience in mall shopping environment to influence patronage intention.