Retail technology adaptation in traditional retailers: A technology-to-performance chain perspective

Muriani Emelda Isharyani, Bertha Maya Sopha, M. Arif Wibisono, Benny Tjahjono

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Traditional retailers must immediately embrace and adapt technology to survive in the competitive retail industry as retail technology rapidly changes consumers’ buying habits and expectations. This study may be the first to apply the Technology-to-Performance Chain (TPC) to traditional retailers' technological adaptation in an emerging market. A developing country's traditional retailers were studied qualitatively. Most of traditional retail's ongoing technologies are the result of adaptation by combining existing technologies to local conditions or technology adoption improvements. Technology adaptation includes using PoS system software with a printer and barcode scanner to substitute modern retail cash registers, a combination of mobile apps and PoS system software to mimic mPoS, and adapted EDC for digital product transactions. This technology adaptation is meant to manage business processes and manage the business growth of traditional retail that has limited resources and unique additional services. Therefore, available technology should be adapted to ensure low complexity, compatibility, and reliance on technologies that are familiar to people in developing countries. Furthermore, the task-technology fit (TTF) component requires the support of traditional retailers’ awareness, effective partnerships with technology providers, and perceived technical competence to increase the utilization of adapted technology and achieve the expected performance which includes inventory data clarity, increased retail revenue, and time savings.
Original languageEnglish
Article number100204
Number of pages14
JournalJournal of Open Innovation: Technology, Market, and Complexity
Issue number1
Early online date29 Dec 2023
Publication statusPublished - Mar 2024

Bibliographical note

This is an open access article under the CC BY-NC-ND license


This work was supported by the Indonesia Lecturer Excellence Scholarship (Beasiswa Unggulan Dosen Indonesia – BUDI) of the Indonesia Endowment Fund for Education Ministry of Finance (LPDP Kementerian Keuangan Republik Indonesia) with decision letter number SKPB-7706/LPDP/LPDP.3/2023.


  • Adaptation
  • Retail technology
  • Task-technology fit
  • Technology-to-performance chain
  • Traditional retailers

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Development
  • Sociology and Political Science


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