Determinants and consequences of consumer satisfaction with self‐service technology in a retail setting

The purpose of this study is to investigate the antecedents and consequences of consumer satisfaction with the use of self‐service technology (SST) in a retail setting.

In cooperation with a survey firm, a total of 424 respondents were collected from among consumers who had experience of using multimedia kiosks at convenience stores in Taiwan. The conceptual model was tested by using structural equation modeling.

The results show that perceived usefulness and perceived enjoyment both, initially, influence perceived control and convenience and then affect consumer satisfaction, which in turn has an impact on consumer continued behavior intention. In addition, perceived enjoyment is found to enhance consumer satisfaction, but perceived usefulness is not.

This paper proposes a conceptual model to synthesize the essence of the ECM‐IT model and two important incentives in self‐service (i.e. perceived control and convenience) in order to provide a theoretical explanation for consumer satisfaction in the self‐service context. This not only extends the ECM‐IT model, but also remedies previous self‐service literature that lacked the theoretical background in investigations of consumer satisfaction.