Một mô hình thay thế cho việc áp dụng công nghệ tự phục vụ trong bán lẻ
Tóm tắt
– Nghiên cứu này nhằm mở rộng và điều chỉnh mô hình chấp nhận công nghệ cơ bản (TAM) bằng cách phân tích tác động của sự tin tưởng và chuẩn mực chủ quan (SN) lên thái độ và ý định hành vi của người tiêu dùng đối với việc áp dụng công nghệ tự phục vụ (SST) trong môi trường bán lẻ ngoại tuyến.
– Dữ liệu chính được thu thập qua khảo sát thực địa và trực tuyến, thu về 651 phản hồi có thể sử dụng. Các giả thuyết liên quan đến tất cả biến của TAM mở rộng và mối quan hệ giữa chúng được khảo sát trong nghiên cứu về hành vi chấp nhận của người tiêu dùng ngoại tuyến này.
– Các kết quả cho thấy sự tin tưởng tác động đáng kể đến cả thái độ của người tiêu dùng và ý định hành vi của họ, trong khi SN cũng ảnh hưởng đến ý định áp dụng. Được khuyến nghị rằng các nhà nghiên cứu trong tương lai nên sử dụng một phiên bản toàn diện hơn của TAM và xem xét sự tin tưởng và SN khi phân tích hành vi chấp nhận của người tiêu dùng ngoại tuyến.
– Tất cả các SST được đề cập trong bài báo này thuộc ngành bán lẻ, điều này giới hạn khả năng tổng quát của các phát hiện đối với các ngành khác. Nhiều hạn chế khác cũng được thảo luận.
– Tính thực tiễn của các phát hiện của chúng tôi hướng dẫn các nhà quản lý và nhà thiết kế giao diện công nghệ. Hơn nữa, những ý nghĩa thực tiễn được thảo luận và hướng đi cho các nghiên cứu trong tương lai cũng được cung cấp.
– Nghiên cứu này khuyến khích việc sử dụng nhiều SST trong các cửa hàng bán lẻ có tổ chức. Xã hội cũng sẽ được hưởng lợi từ việc thực hiện hiệu quả những SST này.
– Sự tin tưởng và các SN đã được đưa vào như hai biến bổ sung để phân tích hành vi chấp nhận ngoại tuyến của khách hàng bán lẻ. Điều này chưa từng được thực hiện trước đây, khi hầu hết các nghiên cứu tập trung vào hành vi chấp nhận của khách hàng trong môi trường trực tuyến.
Từ khóa
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