An alternative model of self-service retail technology adoption
Abstract
Purpose
This study aims to extend and revise the basic technology acceptance model (TAM) by analyzing the impact of trust and subjective norm (SN) on consumers’ attitude and behavioral intention toward adopting self-service technologies (SSTs) in offline retail environments.
Design/methodology/approach
Primary data were collected through field and online surveys, resulting in 651 usable responses. Hypotheses involving all variables of extended TAM, and their mutual relationships, are examined in this study of offline consumer adoption behavior.
Findings
The findings reveal that trust significantly affects both consumers’ attitudes and their behavioral intentions, while SN also affects intention to adopt. It is recommended that future researchers use a more comprehensive version of TAM and consider trust and SN when analyzing offline consumer adoption behavior.
Research limitations/implications
All the SSTs included in this paper belong to the retail industry, which limit the generalizability of the findings to other industries. Many other limitations are also discussed.
Practical implications
The practicality of our findings guides managers and designers of technological interfaces. Furthermore, the practical implications are discussed and directions for future research are also provided.
Social implications
This study recommends the usage of numerous SSTs in organized retail stores. The society will also benefit from the effective implementation of such SSTs.
Originality/value
Trust and SNs have been incorporated as two additional variables to analyze offline adoption behavior of retail customers. This has not been done before, as most studies have focused on adoption behavior of customers in online environments.
Keywords
Acknowledgements
The authors would like to thank all retail owners and store managers for their support in collecting data. The authors are also thankful to all respondents who participated in the survey.
Citation
Kaushik, A.K. and Rahman, Z. (2015), "An alternative model of self-service retail technology adoption", Journal of Services Marketing, Vol. 29 No. 5, pp. 406-420. https://doi.org/10.1108/JSM-08-2014-0276
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited