The Influence of Technology Readiness and Interactivity on Consumers Behavior

Abstract

A Multiple Media Kiosk (MMK) not only saves lots of cost for organization, but plays a role in innovating of self-service technology (SST). This research wanted to find factors of improving user intention in MMK by studying MMK in convenience stores in Taiwan, making more innovations in SST will come true in the future. This study used Technology Acceptance Model (TAM) to explain the behavior of using MMK, in the meantime, we premised that user experience to the internet service and the acceptance to the application of the new technology could also affect it in the multichannel and multimedia retailing environment. Final, confirming these relations by SEM was our research method in statistic. After analyzing data from Online-survey by AMOS, the results indicated that perceived usefulness and perceived ease of use (two factors in TAM) were significant influence on the behavior of using MMK, moreover, Technology Readiness also could be antecedent variable to the TAM.