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http://dx.doi.org/10.5850/JKSCT.2019.43.5.634

Effect of Self-service Technology Service Quality on Cognitive Response and Purchase Intention in Fashion Retail Store  

Kim, Songmee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.43, no.5, 2019 , pp. 634-648 More about this Journal
Abstract
Self-service technologies (SST) are rapidly changing the way customers participate in the purchasing process. Academic literature has focused on the acceptance of SSTs. However, this study explored consumer's cognitive response and purchase intentions through service qualities of SST as well as how they are moderated by technology anxiety and other people's presence based on TAM3. An online survey collected 279 consumer panels. All responses were used for the analysis and analyzed statistically through SPSS 23.0. The results indicate that only enjoyment and control had a significant effect on warmth perception; however, all service qualities had significant effects on competence perception. The perceived warmth and perceived competence partially mediated the relationship between SST service qualities and purchase intention. The moderating effect of technical anxiety was shown to be significant in the relationship between perceived competence and purchase intention. In addition, technology anxiety had a moderating effect on the relationship between competence perception and purchase intention only in a public situation.
Keywords
Self-service technology (SST); Social cognitive theory; Warmth-Competence perception; Technology anxiety; TAM3;
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