Charting the Future of Digital Retail Adoption in Malaysia: An Interdisciplinary Research Agenda
DOI:
https://doi.org/10.24191/aej.v11i2.14016Keywords:
Digital Retail Adoption, Interdisciplinary Research, SME Digitalisation, Technology and SocietyAbstract
The rapid shift toward digitalisation in Malaysia’s retail sector, accelerated by the COVID-19 pandemic, has intensified the need for a deeper understanding of digital retail adoption. While existing studies often rely on established technology adoption models, these frameworks tend to overlook critical social, institutional, and environmental dimensions. This theoretical paper identifies significant gaps in the current literature and argues for an interdisciplinary research agenda tailored to the Malaysian context. It highlights the limitations of narrow, technology centric perspectives and calls for integrated approaches that draw from business studies, information systems, sociology, public health, and policy analysis. By examining issues such as SME digital capacity, labour well-being, platform governance, sustainability, and the urban rural digital divide, this article outlines six key research directions for future inquiry. These include the development of context-specific adoption models, analysis of digital labour conditions, exploration of consumer trust, promotion of green retail practices, bridging of digital disparities, and alignment of research with national policy frameworks. The proposed agenda seeks to guide scholars, practitioners, and policymakers toward more inclusive, responsive, and sustainable digital retail adoption strategies in Malaysia.
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