Factors Affecting Coproduction Resentment within a Self-checkout Environment

Abstract

ABSTRACT Self-service technologies allow organizations to shift work from employees to the consumer, creating a coproduction environment where the consumer is an active participant in the delivery of a service, which they ultimately consume. While these technologies can have benefits for both consumers and the organizations, they can also present challenges (e.g., value erosion, feelings of coercion) that may give rise to consumer resentment. This study, using the theory of reasoned action as its theoretical lens, is one of the first in information systems to explore coproduction resentment. In particular, this study investigates the coproduction resentment within the context of self-checkout continuance intention. The study also investigates the effect of technology anxiety, fear of confrontation due to misuse, and technology-driven job losses on coproduction resentment. The study found support for the seven proposed hypotheses.