An Investigation of Motivational Factors and the Moderating Effect of Familiarity on Intention to Use Self-Service Technology to Purchase Apparel

The purpose of this study is to investigate the importance of motivation factors and the moderator for consumers’ adoption of SSTs and specifically within the apparel retail environment. Results indicate that individuals who perceive SSTs to be personally enjoyable are likely to display a favorable attitude toward using SSTs in the apparel retail environment. Findings indicate a significant moderating effect of familiarity with using SSTs on the relationship between technology anxiety and attitudes In other words, the influence of technology anxiety was weaker in high levels of familiarity toward technology usage conditions than in low levels of familiarity. Findings also reveal a significant relationship between attitude and intention to make purchases using SSTs in an apparel retail store. This study contributes to the growing knowledge base about consumers’ shopping behaviors in relation to SSTs, and fills a gap in the literature about the potential for SST use in the apparel retail shopping environment. Findings can aid apparel retailers that are looking to enhance their service offerings by offering an additional means for customers to purchase merchandise in the store, particularly important during busy shopping periods, such as Christmas and Black Friday.