Abstract
With the tremendous growth of self-service technologies (SSTs) in many industries, SSTs in service provision are recognized as more effective and important technologies to minimize investment costs and maximize service quality. By means of reviewing and integrating literature in several fields, the present paper attempts to provide an understanding of links between SST characteristics, consumer propensity towards SST usage, social pressures, and SST adoption. This paper also advances 14 tentative propositions for additional research and develops a conceptual model to predict and explain consumer attitudes and intentions towards SST usage. Besides the need for empirical confirmation of the propositions given, finally, there are several practical implications for service marketers and future research directions for scholars.
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