Behavioural intention to adopt point of sales technology in Nigerian retail industry

The purpose of this study is to investigate the influence of performance expectancy, effort expectancy, social influence, facilitating conditions and customer concerns on behavioural intention to use point of sale terminal in the Nigerian retail industry and the moderating effect of technology awareness. Data were collected from 165 owners/managers of retail businesses in Nigeria, in a cross-sectional survey and were analysed using the partial least square structural equation modelling technique. The result of hypotheses testing confirmed that performance expectancy, social influence, facilitating conditions and customer concerns have a significant positive influence on behavioural intention, while effort expectancy does not. Similarly, technology awareness moderates the relationship between effort expectancy, social and behavioural intention, but does not moderate the relationship between performance expectancy, facilitating conditions and behavioural intention. The extended model explained 56 per cent of variance in behavioural intention. Due to resource limitations, this study focused on intention alone, neglecting the actual usage, thus the survey was cross-sectional. Therefore further studies should extend the horizon by capturing the intention and actual usage, perhaps in a longitudinal study. Based on empirical evidence, customer concerns and technology awareness are essential issues in technology diffusion, and therefore practitioners should pay more attention to them, particularly in the implementation of technology in retail business. The novelty of this research is pioneering the integration of customer concern and moderating effect of technology awareness in technology adoption litrature. Hence, it provides further explanation to the existing literature by empirically extending the unified theory of acceptance and use of technology with customer concerns and technology awarenes