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

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.