This study aimed to explore the impact of perceived retail
support on the characteristics of Electronic Shelf Label (ESL) technology and its role in enhancing the customer experience within smart retail environments in Egypt. Specifically, it examined the effect on customer subjective well-being and behavioral intentions, while also investigating the moderating role of technology readiness and the mediating role of perceived shopping effectiveness. The study was conducted on a convenience sample of (324) participants from customers of selected branches of smart
supermarket chains (Carrefour, Spinneys, and Hyper One) that have implemented ESL technology across Egypt. Data were analyzed using SPSS V.25 and AMOS V.25 to test the proposed hypotheses. The findings
revealed a direct positive effect of perceived retail support on ESL
characteristics. They also showed that the visual attractiveness of ESLs positively affects the hedonic well-being of customers, while improved product information enhances their psychological well-being. Furthermore, the results confirmed that customer subjective well-being positively
influences their behavioral intentions. The study also demonstrated that technology readiness moderates the relationship between ESL technology and customer well-being. Finally, it was found that perceived shopping effectiveness mediates the relationship between perceived store support and customers’ behavioral intentions. The study recommended enhancing the perceived store support by clarifying the use of modern technologies, developing ESL features to be more interactive and informative, and improving the shopping environment to promote customers’ wellbeing and overall experience within smart stores.