Lorente Martínez, JavierNavío Marco, JulioRodrigo Moya, Beatriz2024-05-202024-05-202020-110969-6989; 1873-1384https://doi.org/10.1016/j.jretconser.2020.102225https://hdl.handle.net/20.500.14468/12640Brick and mortar stores are suffering the dramatic revolution of the retail sector. Customer facing in-store technologies (CFIST) are a key component of the inevitable transformation of retail stores; yet the reasons to adopt such technologies by business owners may be little known. Based on a TOE and TAM inspired framework, this study analyses the drivers of such decision by small and medium size enterprises using a survey methodology. The results show that the attitude towards technology is the strongest predictor of the intention to adopt CFIST, highlighting the role of the top management in technology decisions. This conclusion has important implications for practitioners. This research is the first to address the adoption of CFIST by SMEs and therefore set the path for further studies about the impact and adoption of in-store technology in SMEs.eninfo:eu-repo/semantics/openAccessjournal articleRetailSMEin-store technologiesdigitalisationbrick and mortarTOETAMCFIST