To read this content please select one of the options below:

Consumer acceptance of self-service technologies in fashion retail stores

Jee-Sun Park (Department of Fashion Industry, Incheon National University, Incheon, Korea)
Sejin Ha (University of Tennessee, Knoxville, Tennessee, USA)
So Won Jeong (School of Global Convergence Studies, Inha University, Incheon, Korea)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 6 October 2020

Issue publication date: 9 April 2021




The purpose of this study was to update the fashion retail literature with an investigation of consumers' perceptions of in-store self-service technology (SST) and their willingness to adopt SST for fashion purchases. Specifically, this study examined the relationships between technology readiness (TR), individual characteristics and the perceived pragmatic and hedonic qualities of SST.


A web-based survey was distributed to Korean consumers who had experience with in-store technologies. A two-step analysis including confirmatory factor analysis and structural equation modeling was applied.


Both pragmatic and hedonic perceptions had significant impacts on acceptance of SST for fashion shopping. As for the roles of TR, innovativeness and optimism inherent in TR enhanced consumer perceptions of SST, while discomfort and insecurity did not.


This study extends the knowledge of consumer acceptance of SSTs in fashion retail by highlighting the need to consider hedonic qualities and examining the different roles of each TR dimension for a full understanding of SST acceptance.



This work was supported by Incheon National University Research Grant in 2018.


Park, J.-S., Ha, S. and Jeong, S.W. (2021), "Consumer acceptance of self-service technologies in fashion retail stores", Journal of Fashion Marketing and Management, Vol. 25 No. 2, pp. 371-388.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles