Mahurin Honors College Capstone Experience/Thesis Projects

Department

Marketing and Sales

Document Type

Thesis

Abstract

The prevalence of self-service technology in discount retail creates the need to consider how consumer’s age may affect their perceptions of self-service technology. The purpose of this thesis is to understand how different age groups perceive the reliability of self-service technologies and to understand the resulting effect on adoption and usage of self-service technologies. The study compares respondent’s age groups and their perceived reliability, perceived ease of use, perceived security, and perceived control of self-service technology to understand the age group’s adoption and use of self-service technology.

Consumers’ perceived ease of use, perceived security, and perceived control of self-service technology have been found to be antecedents of perceived reliability of self- service technology. Consumers’ perceived reliability of self-service technology has been found to be a determinant of consumers’ adoption and use of self-service technology. The study found that compared to younger consumers, older consumers were less likely to report perceived reliability, perceived ease of use, perceived security, and perceived control of self-service technology. This study aims to build on previous research on consumer technology and to have practical implications for discount retailer firms.

Advisor(s) or Committee Chair

Patricia Todd, D.B.A.

Disciplines

Business | Marketing

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Included in

Marketing Commons

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