The Antecedents of Tourists’ Continuous Usage Intention of Self-Service Technology in Taiwan

Abstract

Self-service technologies (SSTs) have been widely implemented in tourism and air transport industry. SSTs provide a range of services for customers by changing the way tourists to interact with firms. Despite a growing number of publications about the adoption and usage of SSTs, the literature on the antecedents that influence the use of these SSTs by customers is rather limited. In this research, the authors developed the customer technology acceptance model that based on the TAMs and perceived control to explore the technology acceptance of customers in service. Using data from surveys of tourists in Taiwan (n = 390), the extended theory was tested by using structural equation model methods (SEMs). The results show that tourists are still hesitant to use SSTs because of their feelings regarding risks in SSTs when using SSTs. The findings provide a more comprehensive picture of how to implement self-service technologies strategy for service marketing.