As an important measure to combat COVID-19 pandemic, social distancing is observed worldwide and increasingly being regarded as a normative behaviour that guides consumers' daily activities. In response, consumers have embraced a variety of digital technologies that facilitate in-home or contactless shopping. This study examines the emerging presence of technologies in shopping activities under social distancing by: 1) conceptualising the structures of shopper-facing technologies, and 2) examining the interplay between task-technology fit and technology-trust that influences shoppers' adoption of the multi-dimensional technologies. Exploratory factor analysis and structural equation modelling are used for data analysis (n = 508). Our findings reveal three distinctive dimensions of shopper-facing technologies which are labelled as shopper-dominant (pre-)shopping technologies, shopper-dominant post-shopping technologies, and technology-dominant automations. Shoppers' adoption intention depends on their evaluations of the technology fit in performing shopping tasks characterised by contact avoidance/minimisation. The impacts of task-technology fit are further moderated by shoppers' trust in those technologies. More importantly, task-technology fit and technology trust are found to demonstrate differentiated explanatory powers towards shoppers’ adoption of the different categories of technologies.

作为抗击 COVID-19 大流行的重要措施，社会疏远在世界范围内被观察到，并且越来越多地被视为指导消费者日常活动的规范行为。作为回应，消费者已经接受了各种促进家庭或非接触式购物的数字技术。本研究通过以下方式检验了社交距离下购物活动中新兴技术的存在：1) 将面向购物者的技术结构概念化，以及 2) 研究影响购物者采用多种技术的任务-技术匹配和技术-信任之间的相互作用。维技术。探索性因素分析和结构方程建模用于数据分析 (n = 508)。我们的研究结果揭示了面向购物者的技术的三个不同维度，它们被标记为购物者主导的（前）购物技术、购物者主导的购物后技术和技术主导的自动化。购物者的采用意愿取决于他们对适合执行以避免/最小化接触为特征的购物任务的技术的评估。购物者对这些技术的信任进一步缓和了任务技术匹配的影响。更重要的是，发现任务-技术匹配和技术信任对购物者采用不同类别的技术具有不同的解释力。采用意图取决于他们对适合执行以避免接触/最小化接触为特征的购物任务的技术的评估。购物者对这些技术的信任进一步缓和了任务技术匹配的影响。更重要的是，发现任务-技术匹配和技术信任对购物者采用不同类别的技术具有不同的解释力。采用意图取决于他们对适合执行以避免接触/最小化接触为特征的购物任务的技术的评估。购物者对这些技术的信任进一步缓和了任务技术匹配的影响。更重要的是，发现任务-技术匹配和技术信任对购物者采用不同类别的技术具有不同的解释力。