The effects of consumer innovativeness and perceived risk on intention to use self service technologies in shopping

In this thesis, it is aimed to investigate effects of consumer innovation and perceived risk on the usage intention of self service technologies in shopping. During the study, motivated consumer innovation is examined on the pillars of social, functional, hedonic and informational innovation; whereas the perceived risk is studied on the dimensions of performance/physical, social, time and psychological risks. Data in the study is collected through the questionnaire filled by 468 customers using the self cashiers of Migros markets in the city of Diyarbakır. In data analysis, Statistical Program of SPSS 24 and Statistical Software Program of LISREL 8.54 are used. According to the main findings of the study that is done by using structural equation analysis; there is negative correlation between consumer innovation and perceived risk. It is also found that there is negative correlation between perceived risk and intention of usage of the self cashiers. On the other hand, there is positive correlation between consumer innovation and intention of usage of the self cashiers. While the behavior of the innovation of consumers increases the usage intention of self cashiers, perceived risk decreases usage intention. (Keywords: Consumer Innovativeness, Perceived Risk and Self Service Technologies)