Exploring antecedents of attitude toward co-producing a retail checkout service utilizing a self-service technology

Mary Ann Eastlick, Claudia Ratto, Sherry L Lotz, Anubha Mishra

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

Previous research commonly focuses on consumers' attitudes toward adopting self-service technologies (SSTs) but overlooks their attitudes toward changes in the service delivery system created by having to co-produce their retail service. Thus, the purpose of this research is to address several gaps in the literature by investigating consumers' attitude toward co-producing a retail service via a SST and its antecedents. Employing a model adapted from innovation adoption and technology acceptance research, the study examines interrelationships among consumers' attitude toward co-producing a retail service, their individual characteristics (i.e. extrinsic motivation, preparedness to use the SST, previous scanning experience, technology anxiety, need for interaction, belief about retailers' service-producing responsibilities, perceived risks), and their perceptions of the SST's characteristics. Data were collected via a self-administered questionnaire conducted on a convenience sample of experienced grocery shoppers (n = 228) and analyzed with structural equation modeling. Results demonstrate that one's attitude toward co-producing the scanning service is a central construct leading to future intent to use the service. In addition, consumers' extrinsic motivations directly impact attitude toward co-producing the service and mediate the relationship between consumers' co-production attitude and their perceptions of the SST's characteristics, beliefs about the retailers' service-producing responsibilities, and consumers' preparedness to use the scanning SST. Predictors of consumers' preparedness to use the SST include both their previous scanning experiences and technology anxiety. Managerial implications are discussed.

Original languageEnglish (US)
Pages (from-to)337-364
Number of pages28
JournalInternational Review of Retail, Distribution and Consumer Research
Volume22
Issue number4
DOIs
StatePublished - Sep 2012

Fingerprint

Retail services
Self-service technology
Consumer attitudes
Preparedness
Retailers
Responsibility
Extrinsic motivation
Anxiety
Individual characteristics
Technology acceptance
Questionnaire
Structural equation modeling
Service delivery systems
Interrelationship
Innovation adoption
Perceived risk
Interaction
Grocery
Predictors
Co-production

Keywords

  • co-production
  • consumer attitudes
  • retail service
  • self-service technology

ASJC Scopus subject areas

  • Economics and Econometrics
  • Business and International Management
  • Marketing

Cite this

Exploring antecedents of attitude toward co-producing a retail checkout service utilizing a self-service technology. / Eastlick, Mary Ann; Ratto, Claudia; Lotz, Sherry L; Mishra, Anubha.

In: International Review of Retail, Distribution and Consumer Research, Vol. 22, No. 4, 09.2012, p. 337-364.

Research output: Contribution to journalArticle

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