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How customers motive attributions impact intentions to use an interactive kiosk in-store

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  • van de Sanden, Stephanie
  • Willems, Kim
  • Brengman, Malaika

Abstract

This study explores the effect of customers motive attributions that is, the motives customers ascribe to a retailer for introducing interactive kiosks into the store, on their expectations of the technology and usage intentions. We study two types of motive attribution: (1) to self-serve the retailer's own economic goals or (2) to better serve customers' needs. Data were collected at a do-it-yourself retailer that recently installed interactive kiosks. Empirical results demonstrate that customer-serving motive attributions improve intention to use, both via expected performance and via expected enjoyment. Our findings also demonstrate that customers expect the interactive kiosk to be less enjoyable when attributing self-serving retailer motives. Managerial implications are discussed along with direction for future research.

Suggested Citation

  • van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2022. "How customers motive attributions impact intentions to use an interactive kiosk in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s096969892200011x
    DOI: 10.1016/j.jretconser.2022.102918
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