Consumers' Self-Scanning Adoption : The Role of Personal and Situational Factors
Type
conference paper
Date Issued
2011-06-29
Author(s)
Abstract
In this study, we examine how customers' satisfaction with self-scanning is affected by certain personal characteristics and situational influences. More precisely, this study shows that consumers who have a personal need for socializing during their shopping trips, perceive selfscanning as less
useful and less easy to use which, in turn, leads to lower satisfaction with the self-scanning technology. In contrast, consumers who are frequently shopping under time pressure perceive selfscanning as more useful and hence are more satisfied with selfscanning. Surprisingly, we find that consumers' innovativeness has no influence on both the perceived usefulness and perceived ease of use of self-scanning. Finally, our findings indicate that retailers should take into account their target customers' personal needs and their predominant situational shopping circumstances when they decide about whether or not to invest in the implementation of a self-scanning-system.
useful and less easy to use which, in turn, leads to lower satisfaction with the self-scanning technology. In contrast, consumers who are frequently shopping under time pressure perceive selfscanning as more useful and hence are more satisfied with selfscanning. Surprisingly, we find that consumers' innovativeness has no influence on both the perceived usefulness and perceived ease of use of self-scanning. Finally, our findings indicate that retailers should take into account their target customers' personal needs and their predominant situational shopping circumstances when they decide about whether or not to invest in the implementation of a self-scanning-system.
Language
English
Keywords
New Technologies in Retailing
Self-Scanning
Structural Equation Model
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
16th EAERCD Conference 2011
Publisher
EAERCD
Publisher place
UK
Event Title
16th European Association for Education and Research in Commercial Distribution (EAERCD 2011) Conference
Event Location
Parma, Italy
Event Date
29.06.-01.07.2011
Subject(s)
Division(s)
Eprints ID
205854