The role of technology readiness in self‐service technology acceptance

Abstract

PurposeNotwithstanding a significant amount of literature on the technology acceptance model (TAM), past research has overlooked the role consumers' technology readiness (TR) plays in adoption of self‐service technologies (SSTs). This study aims to fill this research gap by developing and testing a model that integrates the role of TR into the TAM.Design/methodology/approachThe study proposes a research framework to suggest the direct and moderating roles of TR in the TAM. Extant research from various research streams is reviewed, resulting in 13 hypotheses. Data collected from customers with SST experiences are examined through structural equation modeling (SEM) and hierarchical moderated regression analysis.FindingsResults indicate that customer TR enhances perceived usefulness, perceived ease of use, attitude toward use, and intention to use. Results also show that TR attenuates the positive relationship between perceived ease of use and attitude toward using SSTs.Research limitations/implicationsThis research represents an early attempt to explain the role of TR in the TAM in the context of SSTs. Future research directions are discussed, with emphasis on incorporating customer differences and situational factors to better understand this model in various service settings.Practical implicationsFindings show that TR influences perceived usefulness, perceived ease of use, attitude toward using SSTs, and behavioral intentions. Therefore, to achieve better SST service outcomes firms implementing SSTs should give increased attention to customer TR. Firms should stimulate the use of technological services by strengthening positive TR drivers (the optimism and innovativeness dimensions) to encourage use of technological services and positive attitudes toward technology, while also reducing TR inhibitors (the discomfort and insecurity dimensions) to lower reluctance to use technology.Originality/valueThis study is the first to integrate the role of TR into the TAM in the context of SSTs.