Abstract

Smart retail integrates technologies such as AI, IoT, and automation to reshape consumer experiences and operational models. However, adoption often fails due to emotional friction, trust deficits, or usability barriers. This study investigates the human experience in smart retail environments by analysing interaction factors influencing acceptance and resistance. The research combines a systematic literature review, field observations in three smart stores, and interviews with 38 industry professionals. Findings reveal five critical dimensions—emotional resonance, trust and transparency, perceived control, usability and accessibility, and social and ethical inclusion—synthesized into the Augmented Retail Experience model. The study expands HCI constructs and provides practical guidance for user-centered retail innovation.

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