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.
Highlights
With the rapid development of information and communication technologies and the need to reduce the cost of providing services, companies are rapidly introducing and operating self-service technologies (SSTs)
It empirically analyzes the effect of situational dependence on perceived usefulness and perceived ease of use through the technology acceptance model (TAM), which is frequently used in the SST research, in regards to the attitude and usage of SSTs
Researchers have argued that situational factors such as time constraints, complexity of place, and task definition can change people’s behavior; for example, shortage of time may reduce or stop both planned and unplanned purchases [27], purchase behavior can be changed by the location of the store [28] and product display [29], and gifts can make people buy expensive things they do not usually purchase
Summary
With the rapid development of information and communication technologies and the need to reduce the cost of providing services, companies are rapidly introducing and operating self-service technologies (SSTs). SSTs enable customers to obtain fast service processing by reducing wait times [2] and enabling companies to benefit from reduced costs [3]. Despite these obvious benefits, there are people who still hesitate or avoid using SSTs [4]. The results of this study are anticipated to be utilized as a theoretical foundation for constructing a research model in subsequent studies to analyze various situational factors They are expected to provide implications for the activation of SSTs by emphasizing the importance of the situation in practice
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