Empowering Creativity in Automated Retail: Role of Coaching Leadership and Ease of Use from the Perspective of Frontline Retail Employees
Abstract
Drawing from the theories of coaching leadership (CLT), self-determination (SDT), and ease of use from the technology acceptance model (TAM) perspective, this study examines the impact of coaching leadership, psychological mechanisms, and ease of use of in-store automation technology (ISAT) on the frontline retail employees’ creativity interacting with ISAT. The data of frontline employees (n = 311) from an online survey was analyzed using PLS-SEM. The findings highlight the significant role of the facilitation of CLT, intrinsic motivation, and autonomy in positively influencing employees’ creativity. The moderating role of ISAT's ease of use was found to have distinct effects on employees' psychological mechanisms. This study challenges the traditional understanding of the positive effect of ease of use in technology adoption and provides insights into understanding the mechanisms of facilitating employees’ creativity. Furthermore, the study theoretically contributes to the ISAT literature from an SDT and CLT perspective.
Keywords: self-determination theory, basic psychological needs satisfaction, coaching leadership, creativity, retail automation, ease of use
How to Cite:
Sun, X., Hwang, J. & Youn, S., (2025) “Empowering Creativity in Automated Retail: Role of Coaching Leadership and Ease of Use from the Perspective of Frontline Retail Employees”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18640
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