Determinants and Outcomes of Customers' Use of Self-Service Technology in a Retail Setting
研究了零售店内顾客使用自助服务技术（SST）的驱动因素（如感知有用性、易用性、可靠性和趣味性）及其对顾客等待时间感知、购物满意度和实际停留时间的影响，并分析了年龄、教育和性别的调节作用。
Retailers are increasingly turning toward self-service technologies (SSTs) aimed at improving productivity and service quality while cutting costs. The authors identify a process model to understand the antecedents and consequences of SST usage by customers in an in-store retail setting. The model was validated on a combination of survey and observational data. Perceived usefulness, perceived ease of use, reliability, and fun were identified as key drivers of customer attitude toward the SST. Customer attitude toward the SST predicted the actual usage of technology. The effects of SST usage on the actual time spent by customers in the store were studied. The authors investigate the impact of SST usage on customers' perceptions of waiting time and, consequently, on their level of satisfaction with the shopping experience. Finally, the moderating effects of age, education, and gender are analyzed. The current study evaluates the benefits of SST introduction for both customers and retailers.