The impact of basic human needs on the use of retailing self-service technologies: A study of self-determination theory

Larry Sau Kei Leung and Margaret J. Matanda

Journal of Retailing and Consumer Services, 2013, vol. 20, issue 6, 549-559

Abstract: Self-service technologies (SSTs) are becoming increasingly popular in retailing contexts. Previous theories of SST adoption have largely ignored the basic human needs, such as competence, autonomy and relatedness, that drive customer motivation and the use of SSTs. We address this theoretical gap and examine self-determination theory (SDT) in the context of the supermarket self-checkout. Based on the argument proposed by SDT, self-determined motivation is hypothesized to mediate the relationships between autonomy, competence, and perceived anonymity, and the intention to use SSTs. Data collected from 361 respondents form a structural equation model and support these hypotheses. The current study is important as it helps understand the role of customers' participation in the self-service. Managerial and theoretical implications are suggested.

Keywords: SSTs; Self-determination theory; Adoption intention; Autonomy; Competence; Perceived anonymity (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698913000660
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:20:y:2013:i:6:p:549-559

DOI: 10.1016/j.jretconser.2013.06.003

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().