Embracing Smart Retailing Systems: An Integrated Model

In recent years, Self-Service Technologies (SSTs) have emerged, providing information services and products derived from retail services. However, whether they are widely accepted by the public has become a topic worth discussing. Different from past researches which focused on consumers' intention to use self-service sale system, this research established an integrated model of ability and willingness to technology acceptance. This study employed a questionnaire survey, collecting a total of 514 valid responses, and utilized structural equation modeling for research analysis. The results suggest that consumers' willingness has a stronger effect rather than ability to use smart retailing system, stressing the key role of willingness as an important dimension of the acceptance of smart retailing system. It is also worth noting that discomfort and insecurity could affect the switching cost caused by using smart retailing system. If the interactive quality of employee presence decreases, consumers' confidence in smart retailing system would be damaged. The research findings of this provide reference suggestions for future human-machine configurations in both academic and corporate contexts.