Customer attitude influences behavioral intention to use self-service technology: A study of 7FRESH store of JD

Abstract

This paper aims to analyze the direct effect of compatibility (CB), complexity (CX), observability (OV), relative advantage (RA), and trialability (TB), and the mediating effect of customer attitudes on behavioral intention to use fruit magic mirror in 7FRESH of JD. This research uses quantitative method by sending out questionnaires in China to test the diffusion of innovation theory to evaluate factors (RA, CB, CX, TB, and OV) and the mediator (customer attitude) that may influence customer behavioral intention to use self-scanning (fruit magic mirror in 7FRESH of JD). The Hayes' Process Macro is used as the statistical analysis method in SPSS to test coefficient value for each path. The results indicate that customer attitude towards self-service technology significantly influences behavioral intention in relative advantage and complexity path.