Abstract

Purpose: This study examines factors influencing the adoption of Modular Mobile Commercial Units (MMCUs) as an innovative urban commercial model. By identifying key adoption determinants, it provides insights into market acceptance, business feasibility, and strategic implications for urban planning, policy, and distribution. Research design, data, and methodology: Using Rogers' Diffusion of Innovations Theory, this study analyzes the impact of Relative Advantage, Compatibility, Complexity, Observability, and Trialability on MMCUs adoption. A quantitative survey was conducted among industry professionals and potential adopters, collecting data over one month (January 5, 2025 – February 5, 2025), yielding 413 responses, with 400 validated. Factor Analysis identified key constructs, and Multiple Regression Analysis assessed their impact on adoption intent. Results: Findings indicate Relative Advantage and Compatibility positively influence adoption, while Complexity presents a barrier. Observability and Trialability foster trust, increasing adoption likelihood. Prior experience with similar units is associated with lower adoption intent, suggesting skepticism among experienced users. Age and industry classification significantly impact adoption behavior. Conclusions: The study highlights that perceived benefits and ease of integration drive MMCUs adoption, while complexity and prior experience hinder it. Enhancing observability and trialability can mitigate concerns and promote adoption. These findings offer insights for businesses, policymakers, and urban retail logistics