The impact of basic human needs on the use of retailing self-service technologies: A study of self-determination theory

Self-service technologies (SSTs) are becoming increasingly popular in retailing contexts. Previous theories of SST adoption have largely ignored the basic human needs, such as competence, autonomy and relatedness, that drive customer motivation and the use of SSTs. We address this theoretical gap and examine self-determination theory (SDT) in the context of the supermarket self-checkout. Based on the argument proposed by SDT, self-determined motivation is hypothesized to mediate the relationships between autonomy, competence, and perceived anonymity, and the intention to use SSTs. Data collected from 361 respondents form a structural equation model and support these hypotheses. The current study is important as it helps understand the role of customers' participation in the self-service. Managerial and theoretical implications are suggested.