Dissertation: The Adoption of Interactive Service Technologies

The Adoption of Interactive Service Technologies

Empirical Evidence from the Retail Industry

- in englischer Sprache -

MERKUR – Schriften zum Innovativen Marketing-Management, Band 100

Hamburg , 174 Seiten

ISBN 978-3-8300-9264-3 (Print)
ISBN 978-3-339-09264-9 (eBook)

Zum Inhalt

Digitization is assumed to be the most far-reaching social and economic revolution since time immemorial and highly impacts the appearance of brick-and-mortar retailing. Interactive service technologies are expected to be particularly promising elements of the digital transformation in retailing. However, these approaches have not made a substantial breakthrough yet. This book explains why the adoption of technology users is not as evident as assumed. It significantly advances the research stream on technology adoption by extending present models and providing the groundwork for a unified and highly actionable model of service technology resistance.

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