How service technology innovation impact customeracceptance of automatic transaction machine

Abstract

The information technology is rapid growing in e-era, service providers introduced the convenient self-service technologies (SSTs). These new technologies can increase service efficiency and save cost mainly due to the fact that the customers can complete their check-in procedures by themselves. However, the introduction of SSTs was not widely utilized immediately. Therefore, the major challenge presented here for the service provider is to identify the technology attitude of the consumer usage of SSTs, has become an important topic. The purpose of this study is based on empirical methods of service innovation to build consumer SSTs acceptance model to explore the service innovation, technology readiness index (TRI) and technology anxiety (TA) to consumer attitudes. This study use LISREL to verify the research framework for SSTs. The purpose effects service innovation of SSTs to technology acceptance attitude. The finding indicate that: respondents with higher levels of TRI use more SSTs that TRI is a better. Respondents with higher levels of TA use fewer SSTs that TA is a better.