With the advancement of artificial intelligence, technology-based self-service retail is gaining increasingly popular in practice. Yet, consumers report being frustrated with types of self-service technology (SST) failures. Without service personnel on site to interact and help, one way to alleviate the adverse effects of technology failure is to urge consumer voice proactively. Based on nudge theory, this study seeks to leverage descriptive social norm information to motivate consumer voice. In addition, with the consideration that voice in staffless retailing context requires consumer competence on control over the SSTs, we further investigate the role of two related personality traits, self-efficacy and social dependency, on consumers’ voice behavior. A preliminary field experiment has been conducted, and the findings support the motivating effect of priming descriptive social norm on consumer voice.
Zhang, Yicheng; Lu, Xianghua; and Zou, Yufeng, "Consumer Voice in Technology-based Self-service Retailing" (2020). PACIS 2020 Proceedings. 143.
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