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Managing in-store shopping disruptions with technology: the impact of self-service technology on consumer control and decision comfort

Author

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  • Braxton, Dominique
  • Spangenberg, Eric
  • Pechmann, Cornelia
  • Sprott, David

Abstract

Shoppers often encounter in-store disruptions that can undermine the shopping experience. This research examines how self-service technologies in physical retail stores can support customers in these moments by increasing perceived control and decision comfort. We further examine the moderating role of technology self-efficacy, with stronger benefits observed among customers with greater confidence in their ability to use technology. Across five studies, we demonstrate that using self-service technology to resolve in-store shopping disruptions increases perceived control, which in turn enhances decision comfort, and that this effect is stronger when technology self-efficacy is higher. Implications for theory, retail practice, and future research are provided.

Suggested Citation

  • Braxton, Dominique & Spangenberg, Eric & Pechmann, Cornelia & Sprott, David, 2026. "Managing in-store shopping disruptions with technology: the impact of self-service technology on consumer control and decision comfort," Journal of Business Research, Elsevier, vol. 206(C).
    • Handle: RePEc:eee:jbrese:v:206:y:2026:i:c:s0148296325007751
    DOI: 10.1016/j.jbusres.2025.115952
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