EXPLORING ACCEPTANCE AND ADOPTION OF PRICING ROBOTS THROUGH THE AUTOMATION ACCEPTANCE MODEL. A case study within an e-commerce company

Abstract

Recent technological advancements have enabled the development of more automated and adaptable technological environments. User acceptance and adoption of technology is a critical issue in the rapidly evolving technological landscape. Implementation of automation technology takes both financial and human resources. It is important for organizations to get a return on their investment. We have conducted a case study at an e-commerce company implementing a new dynamic pricing robot, automizing the pricing process. In this research, we provide further knowledge on how to enable acceptance and adoption when implementing automation technology in the workplace. The study takes place before, during, and after the implementation over a period of nine months. The Automation Acceptance Model (AAM) has been used as a guiding framework for research. This research indicates that the current AAM framework may not fully explain all factors influencing user acceptance and adoption. Our findings suggest psychological ownership (PO) as an additional construct in understanding how individuals accept and adopt technology. Psychological ownership is directly influenced by external factors and is directly influencing the behavioral intention to use automation technology. Through this study, we contribute to enhancing knowledge about factors that influence technology acceptance and adoption among end users as well as providing insights regarding the potential of the AAM framework towards the adoption of automation technology.