Conference Agenda
Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).
Please note that all times are shown in the time zone of the conference. The current conference time is: 24th Aug 2026, 04:43:58am America, Santiago
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Daily Overview |
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61A: Nanostores Location: Room 01: Oceania | |
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8:24am - 8:36am
AI Perception and Nanostore Performance: Moderating Effects of Institutional Heterogeneity in Honduras and Colombia 1: Universidad Nacional Autónoma de Honduras - (HN); 2: Corporación Universitaria Del Huila - (CO), Colombia This study investigates how relational capability, perceived quality, and perceived AI benefits influence operational performance in nanostores across Honduras and Colombia, addressing AI perception dynamics in resource-constrained Latin American retail contexts. The research is framed by an integrated theoretical model addressing limitations of traditional technology acceptance theories by incorporating Resource-Based View and Institutional Theory lenses, positioning relational capability as a networked resource contingent on institutional context. A cross-sectional dataset of 608 nanostores (204 Honduras, 404 Colombia) was analyzed using Multi-Group Structural Equation Modeling with Maximum Likelihood Estimation. Measurement validity was assessed through confirmatory factor analysis and invariance testing. Relational capability (β = 0.34, p < 0.001) and perceived AI benefits (β = 0.41, p < 0.001) significantly predict operational performance, while perceived quality exerts a moderate effect (β = 0.23, p < 0.01). Multi-group analysis reveals relational capability is more influential in Colombia, whereas perceived quality is more salient in Honduras. Contextual factors explain additional variance (R² = 0.42 Colombia, 0.36 Honduras). The cross-sectional design limits causal inference; common method variance was non-significant. Future research should incorporate longitudinal designs and objective metrics. Results suggest context-specific AI adoption strategies: Colombian nanostores benefit from ecosystem-driven approaches emphasizing supplier networks, while Honduran ones require quality-centered strategies focusing on service reliability. Policymakers should tailor digital transformation initiatives to local institutional realities and develop data privacy frameworks for low-resource settings. This study advances technology adoption theory by introducing relational capability as a critical networked resource in informal contexts and provides empirical evidence of cross-national heterogeneity in AI perception–performance relationships in informal retail. | |