Role of Situational Dependence in the Use of Self-Service Technology

Cheolho Yoon · Byongcheon Choi

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

Abstract

Although numerous studies have been conducted on the use of self-service technology (SST), little is known about the importance of the situation for individuals’ acceptance of SSTs. This study proposed the situational dependency construct and analyzed the role of the construct in the use of SSTs. To conduct an empirical analysis, a research model combining the situational dependency variable with the perceived usefulness and perceived ease of use of the technology acceptance model variables, which are the most frequently used in studies related to SSTs, was developed. A total of 213 valid data were collected through questionnaires and analyzed using confirmatory factor analysis and path analysis through structural equation modeling. The results showed that situational dependence influenced attitude toward using along with perceived ease of use and perceived usefulness and that situational dependence had a strong influence on intention to use. This study provides strategic insight for practitioners to lead acceptance of SSTs.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988On the Evaluation of Structural Equation Models 2014Partial least squares structural equation modeling (PLS-SEM)2005A Practical Guide To Factorial Validity Using PLS-Graph: Tutorial And Annotated Example 2000Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters 2002An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and Situational Factors 1975Situational Variables and Consumer Behavior

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