Technology Readiness and Self Checkout Service Adoption in Korea
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
As more consumers prefer zero contact services, self-service technologies using advanced technologies are being actively introduced in the retail industry. Among various self-service technologies, self checkout service is being introduced at large supermarkets and convenience stores where consumers can calculate themselves. In this paper, we apply the TRAM constructs to the use and adoption of self checkout application in the retail industry. Studies have shown that optimism and innovativeness have a significant effect on perceived ease of use, and perceived ease of use has mediated effect between optimism, innovativeness and intention to use. However, discomfort and insecurity were found not to have significant effect on perceived ease of use. Consumers seeking optimistic and innovative thinking recognize that self checkout service is not difficult, easy to learn, and can be used without the help of employees. In addition, discomfort and insecurity in advanced technology do not significantly affect the convenience of the self checkout process. Future studies will require ongoing research on whether the results of this study differ in unattended checkout user characteristics or situational variables
Abstract
As more consumers prefer zero contact services, self-service technologies using advanced technologies are being actively introduced in the retail industry. Among various self-service technologies, self checkout service is being introduced at large supermarkets and convenience stores where consumers can calculate themselves. In this paper, we apply the TRAM constructs to the use and adoption of self checkout application in the retail industry. Studies have shown that optimism and innovativeness have a significant effect on perceived ease of use, and perceived ease of use has mediated effect between optimism, innovativeness and intention to use. However, discomfort and insecurity were found not to have significant effect on perceived ease of use. Consumers seeking optimistic and innovative thinking recognize that self checkout service is not difficult, easy to learn, and can be used without the help of employees. In addition, discomfort and insecurity in advanced technology do not significantly affect the convenience of the self checkout process. Future studies will require ongoing research on whether the results of this study differ in unattended checkout user characteristics or situational variables
참고문헌 (27)
- Ajzen, I, "The Prediction of Behavior from Attitudinal and Normative Variables", Journal of Experimental Social Psychology, 6, pp.466~487 (1970)
- Aisah, M, "Determinants of Intention to Use E-wallet using TRAM Model", Junal Akuntansi da Auditing Indonesia, 24(2), pp.167~178 (2020)
- Bailey, A. A, "Mobile Payments Adoption by US Consumers: An Extended TAM", International Journal of Retail and Distribution Management, 45(6), pp.626~640 (2017)
- Baron, R, "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations", Journal of Personality and Social Psychology, 51, pp.1173~1182 (1986)
- Blut, M, "Factors Influencing the Acceptance of Self-service Technologies", Journal of Service Research, 19(4), pp.396~416 (2016)
- "Self-Checkouts: Who Really Benefits from the Technology? Megan Griffith-Greene/Marketplace" (2016)[URL]
- Cebecia, U, "Exploring the Determinants of Intention to Use Self-checkout Systems in Super Market Chain and Its Application", Management Science Letters, 10, pp.1027~1036 (2020)
- Dabholkar, P, "Consumer Evaluations of New Technology-based Self-service Options: an Investigation of Alternative Models of Service Quality", International Journal of Research in Marketing, 13(1), pp.29~51 (1996)
- Dabholkar, P, "An Attitudinal Model of Technology-based Self-service: Moderating Effects of Consumer Traits and Situational Factors", Journal of the Academy of Marketing Science, 30(3), pp.184~201 (2002)
- Davis, F. D, "A Technology Acceptance Model for Empirically Testing New End-user Information Systems: Theory and Results", pp.1985
- Fernandes. T, "The Effect of Self-checkout Quality on Customer Satisfaction and Repatronage in a Retail Context", Service Business, 11, pp.69~92 (2017)
- Fitzsimmons, J. A, "Consumer Participation and Productivity in Service Operations", Interfaces, 15(3), pp.60~67 (1985)
- Fornell, C, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Ha, Y, "The Effects of Shoppers’ Motivation on Self-Service Technology Use Intention: Moderating Effects of the Presence of Employee", The Journal of Asian Finance, Economics and Business, 7(9), pp.489~497 (2020)
- Hilton, T, "Adopting Self-service Technology to Do More with Less", Journal of Service Marketing, 27(1), pp.3~12 (2013)
- Kimberly, J, "Handbook of Organization Design" (1981), Oxford Press
- Lee H, "Interpersonal Service Quality, Self-service Technology (SST), Service quality and Retail patronage", Journal of Retail Consumer Service, 20(1), pp.51~57 (2013)
- Lin, C. H, "Integrating Technology Readiness into Technology Acceptance: The TRAM model", Psychology & Marketing, 24(7), pp.641~657 (2007)
- Curran, J, "Self-Service Technology Adoption: Comparing Three Technologies", Journal of Services Marketing, 19, pp.103~113 (2005)
- Orel, F, "Supermarket Self-checkout Service Quality, Customer Satisfaction, and Loyalty: Empirical Evidence from an Emerging Market", Journal of Retailing and Consumer Services, 21(4), pp.118~129 (2014)
- Parasuraman, A, "Techno-ready Marketing: How and Why Your Customers Adopt Technology" (2001), The Free Press
- Parasuraman, A, "An Updated and Streamlined Technology Readiness Index: TRI 2.0", Journal of Service Research, 18(1), pp.59~74 (2015)
- Raul Moretti, "The Effects of Technology Readiness and Consumer Innovativeness on Usage and Satisfaction of Korean Smartphone Consumers", 관세학회지, 13(1), pp.341~362 (2012), 한국관세학회
- Schliewe, J, "A Cross-cultural Comparison of Factors Influencing Self-scan Checkout Use", Journal of Business & Economics Research, 8(10), pp.39~47 (2010)
- Smit, C. R. Mornay, "Technology Readiness and Mobile Self-service Technology Adoption in the Airline Industry: An Eemerging Market Perspective", Acta Commercii, 18(1), pp.1~12 (2018)
- Sobel, M. E, "Direct and Indirect Effects in Linear Structural Equation Models", Sociological Methods & Research, 16(1), pp.155~176 (1987)
- Walker, R, "Why Consumers Use and Do Not Use Technology-enabled Services", Journal of Services Marketing, 20(2), pp.125~135 (2006)