The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Consumer acceptance of retail service robots

리테일 서비스 로봇의 소비자 수용에 관한 연구

  • Jeong, So Won (Dept. of Clothing and Textiles, Pusan National University) ;
  • Ha, Sejin (Dept. of Retail, Hospitality, and Tourism Management, University of Tennessee)
  • 정소원 (부산대학교 의류학과) ;
  • 하세진 (테네시대학교 리테일, 호스피탈리티, 투어리즘 관리학과)
  • Received : 2020.07.18
  • Accepted : 2020.08.25
  • Published : 2020.08.31
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Abstract

Building on Technology Readiness and Acceptance Model(TRAM), the study aimed to examine how technology readiness affects consumers' perceptions of ease of use, usefulness, and risk, which in turn predict their intention to use retail service robots. Specifically, the study proposed that technology readiness motivators (optimism and innovativeness) would influence perceived ease of use and usefulness, while technology readiness inhibitors (discomfort and insecurity) would affect perceived risk. The study further examined if the perception factors (ease of use, usefulness, and risk) contribute to intention to use retail service robots. A survey method was used with data collected from Korean consumers. The final sample size was 418. The data was analyzed using structural equation modeling. Findings of the study revealed that technology readiness motivators positively affected perceived ease of use and usefulness while innovativeness had no impact on usefulness. All the inhibitors increased perceived risk. Lastly, as hypothesized, perceptions of ease of use, usefulness, and risk predicted intention to use retail service robots. This study extended the retail technology literature by applying and validating TRAM to the context of consumer acceptance of retail service robots. The study further helped marketers and retailers by highlighting the importance of technology readiness in improving consumer perceptions and responses towards retail service robots.

Keywords

References

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