Marketing and Sales
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.
Business | Marketing
Brosi, Daisy, "The Consumer and Self-Service Technology" (2020). Mahurin Honors College Capstone Experience/Thesis Projects. Paper 843.
Available for download on Tuesday, May 04, 2021