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This study explores the adoption of AI-enabled smart retail through a MOA framework, focusing on perceived intrusiveness and the moderating role of trust in AI. It identifies key factors such as perceived usefulness, personalization quality, AI transparency, and user control that influence perceived intrusiveness and, subsequently, consumer attitudes and adoption intentions. The findings suggest that enhancing trust and providing user control can mitigate feelings of intrusiveness, ultimately guiding retail

Author

Mi Nam

Language

EN