An integrated model of self-service technology (SST) usage in a retail context

The purpose of this paper is to propose and test a comprehensive model that captures individual, system and situational drivers of customers’ intention to use and actual use of self-service technologies (SSTs).

This paper is based on a survey conducted among 143 users and 150 non-users of SSTs at the exit of a grocery store. The proposed model was analysed using structural equation modelling and a logistic regression.

The results demonstrate that: first, in addition to previous usage behaviour (i.e. usage frequency), situational factors (time pressure, basket size, coupons and queue length at the SSTs and staffed checkouts) influence customers’ decisions to use SSTs during a specific shopping trip; and second, perceived behavioural control is the most important determinant of behavioural intention, followed by perceived usefulness, need for interaction and perceived ease of use and enjoyment.

Although an abundance of research has investigated the adoption of SSTs, little is known about what drives real usage. This study considers the actual usage of SSTs in a specific context, as well as the situational factors that influence the choice of SSTs over traditional checkouts. In addition, this paper provides an integrative model including actual usage, use frequency and behavioral intention and its antecedents by extending the Technology Acceptance Model 3.