An Integrated Approach to SST Adoption in A Retail Context

• Main Authors: Yen-yu Chen, 陳彥妤
• Other Authors: Yen-ting Helena Chiu
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/9vrp4w

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === Recent technological advances have lead to a surge in technology-based self service delivery options. However, retail practitioners are confronted with the problem of low adoption rates. This study uses a combined quantitative and qualitative approach to establish a model that incorporates individual and situational traits to explain consumer attitude towards SST and the actual usage thereof. Results of this study are consistent with the classic technology acceptance model, which sees perceived ease of use and perceived usefulness as important antecedents to behavioral intention. Meanwhile this research also finds that perceived risk and self-efficacy are important variables influencing user’s SST adoption. The in-store situational factors impact the relationships between intention and actual behavior. In conclusion, this study contributes to the explanation of SST adoption in a retail context. Finally, it provides practitioners with a better understanding of how consumers’ beliefs about technology-based self-services relate to their adoption behavior.