Embracing the shift : change message, employee psychological capital, and digital readiness to in-store automation technology in the fashion retail context
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The rapid evolution of in-store automation technology (ISAT) in the fashion retail industry challenges fashion retail frontline employees (FLEs) to adapt to these changes. Utilizing the Stimulus-Organism-Response (S-O-R) model, change readiness theory, and psychological capital theory, this study investigated how the messages about change (change messages, e.g., digital change appropriateness, digital-oriented organizational learning, quality of change communication, digital leadership support) affect FLEs' tri-dimensional digital readiness (i.e., cognitive, intentional, and emotional readiness). The moderating role of digital capability was also explored. Data were collected in spring 2025 through the Prolific platform from the U.S. fashion FLEs who are currently working with ISAT and have experienced the changes brought by the ISAT. A total of 419 responses were analyzed using the PLE-SEM method. The results indicated significant positive relationships between four change messages and FLEs' psychological capital. Furthermore, this study's results confirmed the significant positive relationship between FLEs' psychological capital and their tri-dimensional digital readiness. The findings underscored the important moderating role of digital capability in the relationship between FLEs' psychological capital and their cognitive readiness. This research contributes to understanding the S-O-R mechanism and provides practical insights to enhance FLEs' digital readiness in the face of evolving retail technologies.
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Ph. D.