Understanding Gen Z shoppers' interaction with customer-service robots : a cognitive-affective-normative perspective

dc.contributor.authorOsakwe, Christian Nedu
dc.contributor.authorRıha, David
dc.contributor.authorElgammal, Islam Mahmoud Yousef
dc.contributor.authorRamayah, T.
dc.date.accessioned2025-03-18T08:54:32Z
dc.date.available2025-03-18T08:54:32Z
dc.date.issued2024-08
dc.description.abstractPURPOSE – Large supermarket chains are adopting customer-service robots to improve service delivery in physical stores. Successful deployment of these robots depends on shoppers’ willingness to interact with them, requiring an understanding of influencing factors. This study, grounded in the Cognitive-Affective-Normative (CAN) theory, seeks to systematically explore the factors influencing Gen Z shoppers’ willingness to interact with customer-service robots. DESIGN/METHODOLOGY/APPROACH – A hybrid approach combining Structural Equation Modeling (SEM) and Necessary Condition Analysis (NCA) was employed to analyze survey data collected from 945 Gen Zs in the Czech Republic. FINDINGS – The results from SEM highlight significant cognitive, normative, and affective factors that influence the intention of Gen Z shoppers to interact with a customer-service robot. Specifically, cognitive factors such as effort and performance expectancy, along with normative factors like subjective norms, emerged as critical determinants. Furthermore, affective factors such as technology anxiety and positive emotions significantly influence users’ readiness to use customer-service robots for service requests. The study also underscores that positive emotions, effort expectancy, performance expectancy, and subjective norms are vital prerequisites for interacting with customer-service robots. ORIGINALITY/VALUE – The originality of this work lies in its two significant contributions to the burgeoning field of SRs in retail literature. First, it extends the CAN theory to the context of SRs among Gen Z shoppers in Czechia, thereby enriching the existing literature on SRs in retail. Second, by employing a hybrid analytical approach, our research offers both empirical and methodological advancements, providing rigorous insights crucial for enhancing the understanding of the pivotal factors influencing shoppers’ interactions with SRs in physical store environments.en_US
dc.description.departmentGordon Institute of Business Science (GIBS)en_US
dc.description.librarianam2024en_US
dc.description.sdgSDG-09: Industry, innovation and infrastructureen_US
dc.description.urihttps://www.emerald.com/insight/0959-0552.htmen_US
dc.identifier.citationOsakwe, C.N., Riha, D., Elgammal, I.M.Y. et al. 2024, 'Understanding Gen Z shoppers' interaction with customer-service robots : a cognitive-affective-normative perspective', International Journal of Retail & Distribution Management, vol. 52, no. 13, pp. 103-120. DOI 10.1108/IJRDM-09-2023-0552.en_US
dc.identifier.issn0959-0552
dc.identifier.issn10.1108/IJRDM-09-2023-0552
dc.identifier.urihttp://hdl.handle.net/2263/101553
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.rights© Christian Nedu Osakwe, David Rıha, Islam Mahmoud Yousef Elgammal and T. Ramayah. This article is published under the Creative Commons Attribution (CC BY 4.0) licence.en_US
dc.subjectGeneration Zen_US
dc.subjectService requestsen_US
dc.subjectService robotsen_US
dc.subjectCognitive-affective-normative (CAN) theoryen_US
dc.subjectStructural equation modeling (SEM)en_US
dc.subjectNecessary condition analysis (NCA)en_US
dc.subjectSDG-09: Industry, innovation and infrastructureen_US
dc.titleUnderstanding Gen Z shoppers' interaction with customer-service robots : a cognitive-affective-normative perspectiveen_US
dc.typeArticleen_US

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