This study aimed to explore the impact of perceived retail
support on the characteristics of Electronic Shelf Label (ESL) technology
and its role in enhancing the customer experience within smart retail
environments in Egypt. Specifically, it examined the effect on customer
subjective well-being and behavioral intentions, while also investigating the
moderating role of technology readiness and the mediating role of perceived
shopping effectiveness. The study was conducted on a convenience sample
of (324) participants from customers of selected branches of smart
supermarket chains (Carrefour, Spinneys, and Hyper One) that have
implemented ESL technology across Egypt. Data were analyzed using SPSS
V.25 and AMOS V.25 to test the proposed hypotheses. The findings
revealed a direct positive effect of perceived retail support on ESL
characteristics. They also showed that the visual attractiveness of ESLs
positively affects the hedonic well-being of customers, while improved
product information enhances their psychological well-being. Furthermore,
the results confirmed that customer subjective well-being positively
influences their behavioral intentions. The study also demonstrated that
technology readiness moderates the relationship between ESL technology
and customer well-being. Finally, it was found that perceived shopping
effectiveness mediates the relationship between perceived store support and
customers’ behavioral intentions. The study recommended enhancing the
perceived store support by clarifying the use of modern technologies,
developing ESL features to be more interactive and informative, and
improving the shopping environment to promote customers’ wellbeing and
overall experience within smart stores. |
