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The impact of basic human needs on the use of retailing self-service technologies: A study of self-determination theory

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  • Leung, Larry Sau Kei
  • Matanda, Margaret J.

Abstract

Self-service technologies (SSTs) are becoming increasingly popular in retailing contexts. Previous theories of SST adoption have largely ignored the basic human needs, such as competence, autonomy and relatedness, that drive customer motivation and the use of SSTs. We address this theoretical gap and examine self-determination theory (SDT) in the context of the supermarket self-checkout. Based on the argument proposed by SDT, self-determined motivation is hypothesized to mediate the relationships between autonomy, competence, and perceived anonymity, and the intention to use SSTs. Data collected from 361 respondents form a structural equation model and support these hypotheses. The current study is important as it helps understand the role of customers' participation in the self-service. Managerial and theoretical implications are suggested.

Suggested Citation

  • Leung, Larry Sau Kei & Matanda, Margaret J., 2013. "The impact of basic human needs on the use of retailing self-service technologies: A study of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 549-559.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:6:p:549-559
    DOI: 10.1016/j.jretconser.2013.06.003
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    References listed on IDEAS

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    Cited by:

    1. Koistinen, Katri & Järvinen, Raija, 2016. "Comparing perceived insecurity among customers and retail staff during service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 80-92.
    2. Marilyn Giroux & Jungkeun Kim & Jacob C. Lee & Jongwon Park, 2022. "Artificial Intelligence and Declined Guilt: Retailing Morality Comparison Between Human and AI," Journal of Business Ethics, Springer, vol. 178(4), pages 1027-1041, July.
    3. Arun Kumar Kaushik & Zillur Rahman, 2016. "Self-service innovativeness scale: introduction, development, and validation of scale," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 799-822, December.
    4. Abdul Gaffar Khan & Reshma Pervin Lima & Md Shahed Mahmud, 2021. "Understanding the Service Quality and Customer Satisfaction of Mobile Banking in Bangladesh: Using a Structural Equation Model," Global Business Review, International Management Institute, vol. 22(1), pages 85-100, February.
    5. Chen, Nuoya & Mohanty, Smaraki & Jiao, Jinfeng & Fan, Xiucheng, 2021. "To err is human: Tolerate humans instead of machines in service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Laurentiu-Dan Anghel & Diana Maria Vrânceanu & Alina Filip & Claudia Elena Tuclea, 2015. "The impact of innovative commercial technologies on students’ behaviour of an economic university," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 600-600, May.
    7. Gilal, Faheem Gul & Zhang, Jian & Paul, Justin & Gilal, Naeem Gul, 2019. "The role of self-determination theory in marketing science: An integrative review and agenda for research," European Management Journal, Elsevier, vol. 37(1), pages 29-44.
    8. Kuo Cheng Chung & Silvia Wan-Ju Liang, 2020. "Understanding Factors Affecting Innovation Resistance of Mobile Payments in Taiwan: An Integrative Perspective," Mathematics, MDPI, vol. 8(10), pages 1-19, October.

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