Consumer Acceptance of Technology Contact

18 Pages Posted: 17 Apr 2009 Last revised: 27 May 2009

See all articles by Aristeidis Theotokis

Aristeidis Theotokis

Leeds University Business School; Athens University of Economics and Business, Department of Management Science and Technology

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology

George Doukidis

Athens University of Economics and Business - Department of Management Science and Technology

Date Written: April 17, 2009

Abstract

Existing IS research on consumer acceptance of technology has mainly focused on web-based applications and online stores. However, the appearance of new technologies, such as RFID, mobile computing and sensor networks ,has driven retail companies to the development of several in-store technological applications in order to support consumer services. Marketing researchers have studied consumer acceptance of technology-based services, but they treat these services as a single homogeneous group by ignoring their design characteristics. However, recent study has shown that technology-based services can differ in the level of customer-technology interaction they require, and this service characteristic can affect consumer acceptance.

Based on the conceptualization of technological application that support consumer services as service systems, and exploiting theories from service marketing, operations management and information systems, this paper describes the concept of technology contact, as a specific service characteristic, that is referred to the level of customer-technology interaction the service requires. Moreover, it defines technology contact of a service as a construct with three dimensions: time of interaction with technology, medium sophistication and task complexity.

Then, we develop a conceptual model for consumer acceptance of technology-based services that includes the notion of service technology contact. It is hypothesized that technology contact, as a unique service characteristic, affects performance expectancy, ease of use and behavioral intentions, but these relationships are moderated by individual’s anxiety with technology and the type of shopping trip. The scenario of technology-based dynamic product information service in supermarket stores is used in order to empirically test our model. The technology contact of the service is manipulated at three levels using service scenarios with different supporting technologies (electronic shelf labels, electronic kiosk and PDA) that are presented to 575 grocery store shoppers.

Results confirm the hypotheses and the paper concludes that the level of technology contact is an important service characteristic that should be taken into account when designing and evaluating technology-based services.

Keywords: Technology-based Services, Pervasive/Ubiquitous IS, Technology Contact, Retailing, Consumer Behavior

Suggested Citation

Theotokis, Aristeidis and Pramatari, Katerina and Doukidis, George, Consumer Acceptance of Technology Contact (April 17, 2009). Available at SSRN: https://ssrn.com/abstract=1389502 or http://dx.doi.org/10.2139/ssrn.1389502

Aristeidis Theotokis (Contact Author)

Leeds University Business School ( email )

Leeds LS2 9JT
United Kingdom

Athens University of Economics and Business, Department of Management Science and Technology ( email )

76 Patission Street
Athens, 104 34
Greece

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology ( email )

Athens GR-11362
Greece
+30 210 8203663 (Phone)
+30 219 8203664 (Fax)

HOME PAGE: http://www.eltrun.aueb.gr

George Doukidis

Athens University of Economics and Business - Department of Management Science and Technology ( email )

Athens GR-11362
Greece

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