Abstract
The purpose of this study was to establish a structural model between technology anxiety, SSTQUAL, customer satisfaction and behaviour intention toward SST and verify the multiple mediating effects of SSTQUAL and customer satisfaction. Among 300 questionnaires distributed, 282 effective responses were entered for data analysis. The collected data were analyzed through reliability test, correlation analysis and structural equation modeling(SEM). In addition, a phantom model was constructed and the significance of the multiple mediating effect was verified by using a bootstrapping method. The findings of the study are as follows. First, technology anxiety found to have a negative effect on the SSTQUAL and behaviour intention, but, not to have a significant effect on satisfaction. Second, SSTQUAL was found to have a positive effect on satisfaction and behaviour intention. Third, customer satisfaction was found to have a positive effect on behaviour intention. Finally, the mediating effects of SSTQUAL was significant in the relationship between technology anxiety and behaviour intention. Also, there was significant statistical multiple mediating effects on SSTQUAL and satisfaction in the relationship between technology anxiety and behaviour intention toward SST.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
