The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Impacts of technology anxiety and perceived productivity on attitude toward self-service technology - The moderating role of need for interaction -

기술불안감과 지각된 생산성이 셀프서비스테크놀로지에 대한 태도에 미치는 영향 - 상호작용욕구의 조절효과를 중심으로 -

  • Jeong, So Won (Dept. of Clothing and Textiles, Pusan National University) ;
  • Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University)
  • Received : 2020.07.17
  • Accepted : 2020.08.21
  • Published : 2020.08.31
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Abstract

The purpose of this study was to explore how consumer traits(technology anxiety and need for interaction) explain attitude toward self-service technologies in fashion retail stores. We examined if technology anxiety influences perceived productivity and attitude toward self-service technologies, and if so, how the need for interaction with employees moderates the impact of technology anxiety on perceived productivity and attitude. For the purpose of the study, a web-based survey with Korean consumers was conducted. The final sample size was 214. Structural Equation Modeling Analysis and PROCESS in SPSS were employed to test the proposed hypotheses. The findings indicated that technology anxiety negatively affected perceived productivity and attitude toward self-service technologies in which perceived productivity affected attitude positively. Need for interaction with employees was found to moderate the relationship between technology anxiety and perceived productivity. It also moderated the relationship between technology anxiety and attitude. This study contributes to the self-service technology literature by identifying two antecedents of consumer attitude toward self-service technologies: technology anxiety and the need for interaction. The findings further provide valuable insights to retailers and marketers as to how technology anxiety, perceived productivity, and the need for interaction work in enhancing consumer attitude toward self-service technologies in the context of fashion retail.

Keywords

References

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