An investigation of Indian consumers' adoption of retail self-service technologies (SSTs): application of the cultural-self perspective and Technology Acceptance Model (TAM)

Abstract

The total technology investment by organized Indian retail companies through 2013 was Rs. 1155 crores (about USD 200 million). The rapidly growing Indian retail sector, emerging innovative store-based technologies (like kiosks), and extensive progress in adopting new technologies by consumers all present a pressing need to understand Indian consumers’ views on acceptance and use of self-service technologies (SSTs). A model integrating the cultural-self perspective and a modified version of the Technology Acceptance Model was developed to explain the influence of culture and motivation factors on Indian consumers’ attitude toward SSTs. Familiarity and service perception of SSTs were introduced as moderators in the relationship between motivation factors and attitude towards SSTs. Data collectors trained in mall-intercept techniques were employed to approach Indian mall shoppers in Bangalore and Delhi. A total of 302 completed surveys were used for statistical analysis. Results from the present study show that Indian consumers do not conform to any one single cultural group and vary from being an individualto a relationalto a collective-self person in their present shopping environments. In addition, the results indicate that perceived enjoyment is the most important criterion for SST use. Additionally, the sample of urban and educated Indian consumers was not anxious about using technology; rather, they were receptive to new technology innovations. Lastly, the proposed moderators, familiarity with SST service and service perception of SSTs, were not found to be significantly related to SST adoption.