Purpose

This study aims to investigate the intention of adopting a technological service innovation that is a mix-mode consumer shopping service in the retailing context.

Design/methodology/approach

A modified extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model is tested by using data on a real example named “Mkolay” which is a new mix-mode consumer shopping service. Data are collected from 217 participants and analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings

Research findings show that the customers' intention to use the new mix-mode consumer shopping service is particularly influenced by performance expectations, effort expectations, social influence and personal innovativeness.

Practical implications

In designing a mix-mode consumer shopping service, keeping the design as simple and easy to use as possible seems to increase the intention of adoption. Additionally, collaborating with reference figures or influencers could be instrumental to spread the new service to a wider audience hence increase the likelihood of adoption. Practitioners should also use new technologies in different ways to attract and surprise customers, especially taking into account the technological profile of potential users.

Originality/value

This study contributes to the literature of technological service innovation adoption by revealing the factors affecting the intention of adoption of mix-mode consumer shopping service in the retailing context with a modified UTAUT2 model.

中文翻译：

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采用混合模式消费者购物服务的意图：零售环境中的案例

目的

本研究旨在调查零售环境中采用混合模式消费者购物服务的技术服务创新的意图。

设计/方法论/途径

通过使用名为“Mkolay”的真实示例的数据来测试修改后的技术接受和使用统一理论（UTAUT2）模型，“Mkolay”是一种新的混合模式消费者购物服务。数据收集自 217 名参与者，并使用偏最小二乘结构方程模型 (PLS-SEM) 进行分析。

发现

研究结果表明，顾客使用新型混合模式消费购物服务的意愿尤其受到绩效预期、努力预期、社会影响力和个人创新力的影响。

实际影响

在设计混合模式的消费者购物服务时，保持设计尽可能简单和易于使用似乎可以增加采用的意愿。此外，与参考人物或影响者合作可能有助于将新服务传播给更广泛的受众，从而增加采用的可能性。从业者还应该以不同的方式使用新技术来吸引客户并给客户带来惊喜，特别是考虑到潜在用户的技术概况。

原创性/价值

本研究通过修改后的 UTAUT2 模型揭示了影响零售环境中混合模式消费者购物服务采用意图的因素，为技术服务创新采用的文献做出了贡献。