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Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity

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  • Eun Young Kim
  • Kiseol Yang

Abstract

With the rapid adoption and the significances of self-service technologies (SSTs) in the fashion retail stores, this study is to identify underlying dimensions of perceived interactivity using SSTs and to estimate a structural model for examining a causal relationship among perceived interactivity, consumer emotional experience and patronage intention toward the fashion retail stores. Findings show that the perceived interactivity of SSTs has a positive effect on emotional experiences, eventually generating consumer positive responses toward the retail stores. Especially, the pleasure and dominance have positive effects on patronage intention toward the fashion retail stores. Also, the level of technology readiness moderates the effect of interactivities on consumer experience in using SSTs at the fashion retail stores. This study discusses theoretical and managerial implications for fashion retailers to enrich shopping experiences, streamlining service management in the technology-mediated retail environments.

Suggested Citation

  • Eun Young Kim & Kiseol Yang, 2018. "Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 9(4), pages 287-304, October.
    • Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:287-304
    DOI: 10.1080/20932685.2018.1503558
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    Cited by:

    1. Chidera C. Ugwuanyi & Chukwunonso Oraedu & Chuka U. Ifediora & Ernest E. Izogo & Simplice A. Asongu & Ikechukwu J. Attamah, 2022. "Understanding drivers of self-service technologies (SSTs) satisfaction and marketing bottom lines: Evidence from Nigeria," Working Papers of the African Governance and Development Institute. 22/025, African Governance and Development Institute..
    2. Kim, Yaeri & Seok, Junhee & Roh, Taewoo, 2023. "The linkage between quality of information systems and the impact of trust-based privacy on behavioral outcomes in unmanned convenience store: Moderating effect of gender and experience," Technological Forecasting and Social Change, Elsevier, vol. 196(C).

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