Reduction in Resistance to Self-Service Technology Adoption

Abstract

With the high global competitiveness in many industries, self-service technologies (SSTs) in the context of 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 paper attempted to provide an understanding of this relationship in terms of the links between SST characteristics, consumer technology readiness, social pressures, and SST adoption. Eight hypotheses from a conceptual model developed to predict and explain consumer intentions towards SST usage were tested. Through structural equation modeling, findings significantly supported all hypotheses. The impacts of SST characteristics, consumer technology readiness, and social pressures on SST adoption were confirmed. Besides the empirical confirmation of the hypotheses given, finally, there were several practical implications for service marketers and future research directions for scholars.