The Determinants of Consumer Multi-Media Kiosk (Mmk) Adoption Behavior in Taiwan: The Dyadic Perspectives

Abstract

The technology-based self-service is increasingly changing the way customers interact with retailers to create new service outcomes. Retailers employ it to increase productivity and efficiency, and better meeting customer demand. This study, therefore, develops a Multi-Media Kiosk (MMK) adoption model to explain technology adoption behavior at retailer stores from the customer’s and employee’s perspectives. To support the conceptualization, the authors provide some propositions to explain MMK adoption behavior through exploring two antecedents of customer/employee readiness- customer differences and employee service orientation. From consumer perspective, perception of insecurity reduces consumer readiness, but past experience enhances consumer readiness furthermore MMK adoption consequently. From employee perspective, service reward and training increase employee readiness and employee readiness enhances consumers’ MMK adoption through indirect effect through consumer readiness.