Exploring antecedents of attitude toward co-producing a retail checkout service utilizing a self-service technology

Abstract

Previous research commonly focuses on consumers’ attitudes toward adopting self-service technologies (SSTs) but overlooks their attitudes toward changes in the service delivery system created by having to co-produce their retail service. Thus, the purpose of this research is to address several gaps in the literature by investigating consumers’ attitude toward co-producing a retail service via a SST and its antecedents. Employing a model adapted from innovation adoption and technology acceptance research, the study examines interrelationships among consumers’ attitude toward co-producing a retail service, their individual characteristics (i.e. extrinsic motivation, preparedness to use the SST, previous scanning experience, technology anxiety, need for interaction, belief about retailers’ service-producing responsibilities, perceived risks), and their perceptions of the SST's characteristics. Data were collected via a self-administered questionnaire conducted on a convenience sample of experienced grocery shoppers (n = 228) and analyzed with structural equation modeling. Results demonstrate that one's attitude toward co-producing the scanning service is a central construct leading to future intent to use the service. In addition, consumers’ extrinsic motivations directly impact attitude toward co-producing the service and mediate the relationship between consumers’ co-production attitude and their perceptions of the SST’s characteristics, beliefs about the retailers’ service-producing responsibilities, and consumers’ preparedness to use the scanning SST. Predictors of consumers’ preparedness to use the SST include both their previous scanning experiences and technology anxiety. Managerial implications are discussed.