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Customer Acceptance of a New Interactive Information Terminal in Grocery Retailing: Antecedents and Moderators

Customer Acceptance of a New Interactive Information Terminal in Grocery Retailing: Antecedents and Moderators
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Author(s): Stephan Zielke (Georg-August-Universität Göttingen, Germany), Waldemar Toporowski (Georg-August-Universität Göttingen, Germany) and Björn Kniza (Georg-August-Universität Göttingen, Germany)
Copyright: 2011
Pages: 17
Source title: Advanced Technologies Management for Retailing: Frameworks and Cases
Source Author(s)/Editor(s): Eleonora Pantano (University of Calabria, Italy) and Harry Timmermans (Eindhoven University of Technology, The Netherlands)
DOI: 10.4018/978-1-60960-738-8.ch015

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Abstract

This chapter uses an extended version of the Technology Acceptance Model to analyze the customer acceptance of a new interactive information terminal for cooking recipes aimed at grocery shoppers. The results show that perceived usefulness, perceived ease of use, and perceived enjoyment influence the customer acceptance of the terminal via direct and indirect effects. Furthermore, the impact of these variables depends on individual differences in experience of Information Technology and the relevance of the information content. These findings carry several management and research implications.

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