The purpose of this study was to explore how consumer traits(technology anxiety and need for interaction) explain attitude toward self-service technologies in fashion retail stores. We examined if technology anxiety influences perceived productivity and attitude toward self-service technologies, and if so, how the need for interaction with employees moderates the impact of technology anxiety on perceived productivity and attitude. For the purpose of the study, a web-based survey with Korean consumers was conducted. The final sample size was 214. Structural Equation Modeling Analysis and PROCESS in SPSS were employed to test the proposed hypotheses. The findings indicated that technology anxiety negatively affected perceived productivity and attitude toward self-service technologies in which perceived productivity affected attitude positively. Need for interaction with employees was found to moderate the relationship between technology anxiety and perceived productivity. It also moderated the relationship between technology anxiety and attitude. This study contributes to the self-service technology literature by identifying two antecedents of consumer attitude toward selfservice technologies: technology anxiety and the need for interaction. The findings further provide valuable insights to retailers and marketers as to how technology anxiety, perceived productivity, and the need for interaction work in enhancing consumer attitude toward self-service technologies in the context of fashion retail.

Abstract
I. Introduction
Ⅱ. Review of Literature
    1. Perceived productivity and attitude
    2. Technology anxiety
    3. Need for interaction
Ⅲ. Research Method
    1. Research procedure
    2. Measures
    3. Data analysis
Ⅳ. Results
    1. Measurement model
    2. Hypothesis test
Ⅴ. Conclusion
References

• So Won Jeong(부산대학교 의류학과) | 정소원
• Jee-Sun Park(인천대학교 패션산업학과) | 박지선 Corresponding author