Understanding the consumers' attitude towards tablet self-service for fashion retailing

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.