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An integrated model of self-service technology (SST) usage in a retail context

Nathalie T. M. Demoulin (Marketing Department, IESEG School of Management, Catholic University of Lille, Lille, France)
Souad Djelassi (SKEMA Business School, University of Lille, Lille, France)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 9 May 2016

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Abstract

Purpose

The purpose of this paper is to propose and test a comprehensive model that captures individual, system and situational drivers of customers’ intention to use and actual use of self-service technologies (SSTs).

Design/methodology/approach

This paper is based on a survey conducted among 143 users and 150 non-users of SSTs at the exit of a grocery store. The proposed model was analysed using structural equation modelling and a logistic regression.

Findings

The results demonstrate that: first, in addition to previous usage behaviour (i.e. usage frequency), situational factors (time pressure, basket size, coupons and queue length at the SSTs and staffed checkouts) influence customers’ decisions to use SSTs during a specific shopping trip; and second, perceived behavioural control is the most important determinant of behavioural intention, followed by perceived usefulness, need for interaction and perceived ease of use and enjoyment.

Originality/value

Although an abundance of research has investigated the adoption of SSTs, little is known about what drives real usage. This study considers the actual usage of SSTs in a specific context, as well as the situational factors that influence the choice of SSTs over traditional checkouts. In addition, this paper provides an integrative model including actual usage, use frequency and behavioral intention and its antecedents by extending the Technology Acceptance Model 3.

Keywords

Acknowledgements

The authors gratefully thank Dr Ingrid Poncin for her insightful comments on this study and Sylvain Motte for his support during the data collection.

Citation

Demoulin, N.T.M. and Djelassi, S. (2016), "An integrated model of self-service technology (SST) usage in a retail context", International Journal of Retail & Distribution Management, Vol. 44 No. 5, pp. 540-559. https://doi.org/10.1108/IJRDM-08-2015-0122

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited