The Influence of Technology Readiness on the Evaluation of Self-Service Technology Attributes and Resulting Attitude Toward Technology Usage

Kevin M. Elliott

82 citations0/0 files storedServices Marketing Quarterly

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Retailers are increasingly utilizing self-service technology (SST) in the delivery of services to their consumers. This study confirms prior findings that the SST attributes of perceived usefulness, ease of use, reliability, and fun all have a direct influence on consumers' attitude toward using SST to complete retail transactions. This study also expands earlier research by investigating the impact technology readiness (TR) has on consumers' perceived reliability and perceived fun of using SST. Implications are provided to help retailers manage consumers' perceptions and expectations related to using SST to complete retail transactions, as well as strategies to enhance consumer technology competence.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1988Structural equation modeling in practice: A review and recommended two-step approach.1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1992Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1

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