Sự chấp nhận công nghệ tự phục vụ của Thế hệ Z trong lĩnh vực bán lẻ - Vai trò của độ tin cậy và sự thích thú.
Ngày xuất bản:
30/06/2025
Ngày xuất bản Online:
25/06/2025
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này kiểm chứng tác động của độ tin cậy và sự tận hưởng đến ý định sử dụng công nghệ tự phục vụ (SST) tích hợp trí tuệ nhân tạo (AI) thông qua nhận thức về tính hữu dụng và dễ sử dụng, áp dụng mô hình chấp nhận công nghệ (TAM). Khảo sát 259 Gen Z mua sắm tại TP. Hồ Chí Minh được đánh giá bằng Smart PLS 4. Kết quả làm rõ cơ chế ảnh hưởng của các yếu tố tâm lý đến việc chấp nhận SST tích hợp AI, khẳng định vai trò của sự tận hưởng, độ tin cậy, tính hữu ích và dễ sử dụng, đồng thời cung cấp bằng chứng về mối quan hệ nhân quả giữa chúng. Nghiên cứu này không chỉ đóng góp lý thuyết mà còn gợi ý cho doanh nghiệp bán lẻ về định hướng và chiến lược phát triển công nghệ SST.
Abstract
This study examines the impact of reliability and enjoyment on the intention to use self-service technology (SST) integrated with artificial intelligence (AI) through perceived usefulness and perceived ease of use, applying the Technology Acceptance Model (TAM). A survey of 259 Gen Z shoppers in Ho Chi Minh City was analyzed using Smart PLS 4. The results clarify the psychological factors influencing the acceptance of AI-integrated SST, reaffirming the roles of enjoyment, reliability, perceived usefulness, and perceived ease of use, while also providing evidence of the causal relationships between them. This study not only contributes to theoretical understanding but also offers practical insights for retail businesses in developing SST technologies.
Từ khóa
Bán lẻ; Công nghệ tự phục vụ; Độ tin cậy; Sự tận hưởng; TAM
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
L81 - Retail and Wholesale Trade • e-Commerce - Industry Studies: Services, M15 - IT Management - Business Administration, M30 - General - Marketing and Advertising
Tài liệu tham khảo
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Blut, M., Wang, C., & Schoefer, K. (2016). Factors influencing the acceptance of self-service technologies: A meta-analysis. Journal of Service Research, 19(4), 396-416. https://doi.org/10.1177/1094670516662352
Bulmer, S., Elms, J., & Moore, S. (2018). Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices. Journal of Retailing and Consumer Services, 42(5), 107-116. https://doi.org/10.1016/J.JRETCONSER.2018.01.016
Bencsik, A., Horváth-Csikós, G., & Juhász, T. (2016). Y and Z Generations at Workplaces. Journal of competitiveness, 8(3). https://doi.org/10.7441/JOC.2016.03.06
Campbell, C., Sands, S., Ferraro, C., Tsao, H.-Y. J., & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227-243. https://doi.org/10.1016/j.bushor.2019.12.002
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336. https://doi.org/10.4324/9781410604385-10
Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Routledge.
Collier, J. E., & Barnes, D. C. (2015). Self-service delight: Exploring the hedonic aspects of self-service. Journal of Business Research, 68(5), 986-993. https://doi.org/10.1016/J.JBUSRES.2014.09.036
Curran, J. M., & Meuter, M. L. (2005). Self‐service technology adoption: comparing three technologies. Journal of Services Marketing, 19(2), 103-113. https://doi.org/10.1108/08876040510591411
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29-51. https://doi.org/10.1016/0167-8116(95)00027-5
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. https://doi.org/10.1287/MNSC.35.8.982
Demoulin, N. T., & Djelassi, S. (2016). An integrated model of self-service technology (SST) usage in a retail context. International Journal of Retail & Distribution Management, 44(5), 540-559. https://doi.org/10.1108/IJRDM-08-2015-0122
Elliott, K. M., Hall, M. C., & Meng, J. G. (2013). Consumers'intention To Use Self-Scanning Technology: The Role Of Technology Readiness And Perceptions Toward Self-Service Technology. Academy of Marketing Studies Journal, 17(1), 129-138.
Fagan, M. H., Neill, S., & Wooldridge, B. R. (2008). Exploring the intention to use computers: An empirical investigation of the role of intrinsic motivation, extrinsic motivation, and perceived ease of use. Journal of Computer Information Systems, 48(3), 31-37. https://doi.org/10.1080/08874417.2008.11646019
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research, 6(2). https://doi.org/10.2307/2065853
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.2307/3151312
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Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of business research, 109(C), 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems, 116(1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
Imani, A. T., & Anggono, A. H. (2020). Factors influencing customers acceptance of using the QR code feature in offline merchants for generation Z in Bandung (Extended UTAUT2). KnE Social Sciences, 4(6), 1174–1201-1174–1201. https://doi.org/10.18502/kss.v4i6.6670
Iberahim, H., Taufik, N. M., Adzmir, A. M., & Saharuddin, H. (2016). Customer satisfaction on reliability and responsiveness of self service technology for retail banking services. Procedia Economics and Finance, 100(37), 13-20. https://doi.org/10.1016/S2212-5671(16)30086-7
Kraft, O., Jansson, F., & Appelquist, W. (2023). Tech Savvy Shoppers : A quantitative study of how Generation Z perceive self-service technology in the fashion retail sector (Dissertation) https://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-121217
Kim, J., Ahn, K., & Chung, N. (2013). Examining the factors affecting perceived enjoyment and usage intention of ubiquitous tour information services: A service quality perspective. Asia Pacific Journal of Tourism Research, 18(6), 598-617. https://doi.org/10.1080/10941665.2012.695282
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Lee, E. J., Lee, J., & Eastwood, D. (2003). A two‐step estimation of consumer adoption of technology‐based service innovations. Journal of Consumer Affairs, 37(2), 256-282. https://doi.org/10.1111/J.1745-6606.2003.TB00453.X
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Marzocchi, G. L., & Zammit, A. (2006). Self-scanning technologies in retail: determinants of adoption. The Service Industries Journal, 26(6), 651-669. https://doi.org/10.1080/02642060600850790
May, K. R., Noah, B. E., & Walker, B. N. (2017, September). Driving acceptance: Applying structural equation modeling to in-vehicle automation acceptance. In Proceedings of the 9th International Conference on Automotive User Interfaces and Interactive Vehicular Applications Adjunct (pp. 190-194). https://doi.org/10.1145/3131726.3131755
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64. https://doi.org/10.1509/jmkg.64.3.50.18024
Mollman, S. (2023). A grocery chain is removing self-checkout after realizing executives hate it as much as customers do: ‘We like to talk to people’. Retrieved July 25 from https://fortune.com/2023/11/10/grocery-chain-removes-self-checkout-we-like-to-talk-to-people/
NeilsenIQ. (2024). How Gen Z Consumer Behavior is Reshaping Retail. Retrieved October 3 from https://nielseniq.com/global/en/insights/analysis/2024/how-gen-z-consumer-behavior-is-reshaping-retail/
Nguyễn Thị Kim Chi, & Bùi Ngọc Tuấn Anh (2024). Ý định mua sắm trực tuyến được hỗ trợ bởi trí tuệ nhân tạo: Vai trò của tính hữu ích và tính cá nhân hóa. Tạp chí Nghiên cứu Tài chính-Marketing, 15(4), 79-93. https://doi.org/10.52932/jfm.vi4.458
Nguyễn Văn Anh, & Trần Đức Trường (2023). Nghiên cứu các yếu tố ảnh hưởng đến ý định hành vi của khách hàng đối với công nghệ tự phục vụ tại các cảng hàng không của Việt Nam. https://ktpt.neu.edu.vn/Uploads/Bai%20bao/2023/So%20307/380797.pdf
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Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in human behavior, 77(C), 374-381. https://doi.org/10.1016/j.chb.2017.01.058
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Pillai, R., Sivathanu, B., & Dwivedi, Y. K. (2020). Shopping intention at AI-powered automated retail stores (AIPARS). Journal of Retailing and Consumer Services, 57(C), 102207. https://doi.org/10.1016/j.jretconser.2020.102207
Rao Hill, S., & Troshani, I. (2010). Factors influencing the adoption of personalisation mobile services: empirical evidence from young Australians. International Journal of Mobile Communications, 8(2), 150-168. https://doi.org/10.1504/IJMC.2010.031445
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350-366. https://doi.org/10.2139/ssrn.3299669
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Blut, M., Wang, C., & Schoefer, K. (2016). Factors influencing the acceptance of self-service technologies: A meta-analysis. Journal of Service Research, 19(4), 396-416. https://doi.org/10.1177/1094670516662352
Bulmer, S., Elms, J., & Moore, S. (2018). Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices. Journal of Retailing and Consumer Services, 42(5), 107-116. https://doi.org/10.1016/J.JRETCONSER.2018.01.016
Bencsik, A., Horváth-Csikós, G., & Juhász, T. (2016). Y and Z Generations at Workplaces. Journal of competitiveness, 8(3). https://doi.org/10.7441/JOC.2016.03.06
Campbell, C., Sands, S., Ferraro, C., Tsao, H.-Y. J., & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227-243. https://doi.org/10.1016/j.bushor.2019.12.002
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336. https://doi.org/10.4324/9781410604385-10
Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Routledge.
Collier, J. E., & Barnes, D. C. (2015). Self-service delight: Exploring the hedonic aspects of self-service. Journal of Business Research, 68(5), 986-993. https://doi.org/10.1016/J.JBUSRES.2014.09.036
Curran, J. M., & Meuter, M. L. (2005). Self‐service technology adoption: comparing three technologies. Journal of Services Marketing, 19(2), 103-113. https://doi.org/10.1108/08876040510591411
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29-51. https://doi.org/10.1016/0167-8116(95)00027-5
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. https://doi.org/10.1287/MNSC.35.8.982
Demoulin, N. T., & Djelassi, S. (2016). An integrated model of self-service technology (SST) usage in a retail context. International Journal of Retail & Distribution Management, 44(5), 540-559. https://doi.org/10.1108/IJRDM-08-2015-0122
Elliott, K. M., Hall, M. C., & Meng, J. G. (2013). Consumers'intention To Use Self-Scanning Technology: The Role Of Technology Readiness And Perceptions Toward Self-Service Technology. Academy of Marketing Studies Journal, 17(1), 129-138.
Fagan, M. H., Neill, S., & Wooldridge, B. R. (2008). Exploring the intention to use computers: An empirical investigation of the role of intrinsic motivation, extrinsic motivation, and perceived ease of use. Journal of Computer Information Systems, 48(3), 31-37. https://doi.org/10.1080/08874417.2008.11646019
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research, 6(2). https://doi.org/10.2307/2065853
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.2307/3151312
Ganguli, S., & Roy, S. K. (2011). Generic technology‐based service quality dimensions in banking: Impact on customer satisfaction and loyalty. International journal of bank marketing, 29(2), 168-189. https://doi.org/10.1108/02652321111107648
Gunawardana, H., Kulathunga, D., & Perera, W. (2015). Impact of Self Service Technology Quality on Customer Satisfaction. A Case of Retail Banks in Western Province in Sri Lanka, 17(1). 10.22146/GAMAIJB.6147
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of business research, 109(C), 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems, 116(1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
Imani, A. T., & Anggono, A. H. (2020). Factors influencing customers acceptance of using the QR code feature in offline merchants for generation Z in Bandung (Extended UTAUT2). KnE Social Sciences, 4(6), 1174–1201-1174–1201. https://doi.org/10.18502/kss.v4i6.6670
Iberahim, H., Taufik, N. M., Adzmir, A. M., & Saharuddin, H. (2016). Customer satisfaction on reliability and responsiveness of self service technology for retail banking services. Procedia Economics and Finance, 100(37), 13-20. https://doi.org/10.1016/S2212-5671(16)30086-7
Kraft, O., Jansson, F., & Appelquist, W. (2023). Tech Savvy Shoppers : A quantitative study of how Generation Z perceive self-service technology in the fashion retail sector (Dissertation) https://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-121217
Kim, J., Ahn, K., & Chung, N. (2013). Examining the factors affecting perceived enjoyment and usage intention of ubiquitous tour information services: A service quality perspective. Asia Pacific Journal of Tourism Research, 18(6), 598-617. https://doi.org/10.1080/10941665.2012.695282
Lee, H., Mendelson, H., Rammoham, S., & Blake, L. (2018). Value chain innovation: The promise of AI. In: Stanford Business, Stanford, USA Value Chain Innovation Ini-tiative …https://www.gsb.stanford.edu/faculty-research/publications/value-chain-innovation-promise-ai
Lee, E. J., Lee, J., & Eastwood, D. (2003). A two‐step estimation of consumer adoption of technology‐based service innovations. Journal of Consumer Affairs, 37(2), 256-282. https://doi.org/10.1111/J.1745-6606.2003.TB00453.X
Lowry, P. B., & Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE transactions on professional communication, 57(2), 123-146. https://doi.org/10.1109/TPC.2014.2312452
Marzocchi, G. L., & Zammit, A. (2006). Self-scanning technologies in retail: determinants of adoption. The Service Industries Journal, 26(6), 651-669. https://doi.org/10.1080/02642060600850790
May, K. R., Noah, B. E., & Walker, B. N. (2017, September). Driving acceptance: Applying structural equation modeling to in-vehicle automation acceptance. In Proceedings of the 9th International Conference on Automotive User Interfaces and Interactive Vehicular Applications Adjunct (pp. 190-194). https://doi.org/10.1145/3131726.3131755
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64. https://doi.org/10.1509/jmkg.64.3.50.18024
Mollman, S. (2023). A grocery chain is removing self-checkout after realizing executives hate it as much as customers do: ‘We like to talk to people’. Retrieved July 25 from https://fortune.com/2023/11/10/grocery-chain-removes-self-checkout-we-like-to-talk-to-people/
NeilsenIQ. (2024). How Gen Z Consumer Behavior is Reshaping Retail. Retrieved October 3 from https://nielseniq.com/global/en/insights/analysis/2024/how-gen-z-consumer-behavior-is-reshaping-retail/
Nguyễn Thị Kim Chi, & Bùi Ngọc Tuấn Anh (2024). Ý định mua sắm trực tuyến được hỗ trợ bởi trí tuệ nhân tạo: Vai trò của tính hữu ích và tính cá nhân hóa. Tạp chí Nghiên cứu Tài chính-Marketing, 15(4), 79-93. https://doi.org/10.52932/jfm.vi4.458
Nguyễn Văn Anh, & Trần Đức Trường (2023). Nghiên cứu các yếu tố ảnh hưởng đến ý định hành vi của khách hàng đối với công nghệ tự phục vụ tại các cảng hàng không của Việt Nam. https://ktpt.neu.edu.vn/Uploads/Bai%20bao/2023/So%20307/380797.pdf
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129. https://doi.org/10.1016/J.JRETCONSER.2013.07.002
Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in human behavior, 77(C), 374-381. https://doi.org/10.1016/j.chb.2017.01.058
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12-40. https://psycnet.apa.org/record/1989-10632-001
Park, S., Kwun, D. J., Park, J.-Y., & Bufquin, D. (2022). Service quality dimensions in hotel service delivery options: Comparison between human interaction service and self-service technology. International Journal of Hospitality & Tourism Administration, 23(5), 931-958. https://doi.org/10.1080/15256480.2021.1935392
Pillai, R., Sivathanu, B., & Dwivedi, Y. K. (2020). Shopping intention at AI-powered automated retail stores (AIPARS). Journal of Retailing and Consumer Services, 57(C), 102207. https://doi.org/10.1016/j.jretconser.2020.102207
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Trích dẫn bài báo
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