2010).This rising interest in designing advanced tools also for retailing follows the increasing awareness in the consumers’ increasing power and possibility to choice among alternatives, as well as on the opportunities for co-creating innovative products and services (Berry et al. 2008) in the other they provide managers information on consumers’ behaviour, preferences and market trends (Chiu et al. Hence, the advanced technologies in the one hand provide customized information and services which consumer can access according to his/her own needs (Puccinelli et al.

As a consequence, stores may become more appealing and more convenient in terms of time, place, and purchasing modalities, hedonic value (Hsiao 2009 Yoon and Kim 2007) they may be able to enhance the shopping experience with benefits for the consumers shopping mode choice. price, promotions, special discounts, etc.), which users can access through entertaining and user-friendly interfaces (Breugelmans and Campo 2011 Willow 2010). The main feature characterizing these technologies is their capability to provide detailed and constantly updated information on products and services available in the stores (i.e. 2008), and anthropormiphized shopping assistants, and immersive environments (Jin 2009 Pantano and Laria 2012 Pantano and Servidio 2012).These in fact can make traditional stores more attractive and aesthetically appealing, thus influencing consumer’s shopping behaviour. 2010 Kim and Niehm 2009 Vijayaraman et al. Thus, it should not be a surprise that, recently, many interactive tools have been introduced in traditional stores, such as interactive kiosks and floors, in-store displays, smart-mirror, RFID systems, virtual salesperson, shopping assistant systems based on shopping trolleys and handled devices (Chiu et al.

Third, they can enhance the shopping experience (Simmons and Istook 2003 Vieira 2010). Second, they can support consumers’ decision-making process. First, they are able to improve the offered services. From a consumer’s point of view, the benefits provided by such technologies are several. The last decade has seen an increasing interest towards the application of Information and Communication Technologies (ICT) in several fields.While early contributions to retail domain focused mostly on developing of e-commerce and e-banking services, more recent works have been investigating the best practices to design advanced technologies, in order to improve traditional physical points of sale as well (Pantano and Corvello 2010 Willow 2010). Keywords: technology acceptance model (tam) technology adoption innovation consumer’s behaviour retailing.

For each case, both opportunities and issues are outlined in order to advance the current knowledge and highlight what practitioners and scholars should take into account for developing new and efficient corporate strategies.

Such synthesis is achieved from an extensive literature analysis, including computer science, innovation, human-computer interaction, and technology management perspectives. This is concerned with a synthesis of the current progresses in the field, thus offering a unified view of consumers’ behaviour towards new technical solutions. Review, with emphasis on the new variables integrated in the traditional model. Bucci, cubo 3B, 87036 Arcavacata di Rende-CS, Italy, 0039 0984492235, of Management, University of Molise, via De Sanctis, 86100 Campobasso, Italy, 0039 0874404461, availability of a huge number of studies about the Technology Acceptance Model (TAM) for predicting consumer’s acceptance and usage of innovations in points of sale motivates writing of the present. Understanding Consumer's Acceptance of Technology-Based Innovations in RetailingĮleonora Pantano 1 & Loredana Di Pietro 2ġDepartment of Business Science, University of Calabria, via P.

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