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How informational-based readiness and social influence affect usage intentions of self-service stores through different routes: an elaboration likelihood model perspective

ABSTRACT This study aims to investigate the effects of informational-based readiness and customer readiness (central route) as well as social influence (peripheral route) on the intention to use self-service stores and the moderating effects of social influence. We tested the proposed framework using survey data from 513 potential users of self-service stores in Taiwan. The results show that informational-based readiness significantly increases the intention to use self-service stores directly, and indirectly via customer readiness. Our findings indicate that social influence directly and significantly increases the intention to use self-service stores and negatively moderates the constructs of the central route.