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Understanding the consumers' attitude towards tablet self-service for fashion retailing
Date Issued
2016
ISSN
2045-810X
Citation
International Journal of Sales, Retailing & Marketing, 2016, 5(1)
Type
Peer Reviewed Journal Article
Abstract
Looking at the retail market situation nowadays, technology has become an innovative phenomenon
that gradually engaged with the fashion retail industry. Many of the fashion retailers had set off to go
beyond servicing customer through salespeople by adopting the technology device (i.e. tablet
computers) that can provide customer service. In this study, a modified Technology Acceptance Model
was use to examine the relationship between perceived consequences on customers’ attitude which
leads to behavioral intention, with the moderating effect of familiarity on the perceived consequences
in using tablet self-service by Millennial Generation. Data of the target respondents were collected
through a set of 8 sections questionnaire with non-probability sampling approach and snowball
sampling. This empirical study has provides evidence that perceived enjoyment was the key factor
that effect the Millennial’s attitude which leads to their behavioral intention. The other three
perceived consequences – perceived ease of use, perceived usefulness and perceived time saving were
all indicate as no direct relationship with users’ attitude. Moreover, on the moderating effect on
familiarity, it indicates that there were positive relationships on all the perceived consequences. This
implies that the familiarity of adopting tablet by the Millennials have strong direct relationship
towards the perceived consequences proposed. Hence, the linear relationship between these
perceived consequences and customer attitude towards the tablet self-service adoption is verified.
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