An empirical investigation of consumer control factors on intention to use selected self‐service technologies

Abstract

PurposeThe purpose of this study is to build on prior work to empirically test the possible effects of control‐related consumer difference variables on the decision to use self‐service technology (SSTs) in three different contexts. Specifically, the paper seeks to examine potential effects of locus of control, autonomy, self‐efficacy, technology anxiety and time pressure on the SST usage decision in a shopping, a library and a hotel situation.Design/methodology/approachThe design of the study was empirical. Data for the study came from 187 college students in classes from four different departments (business, computer science, language, and music departments) in a southern regional university.FindingsOverall, the results suggest that regardless of individual need for control and achievements, highly techno phobic consumers and those with an enduring attitude that all events in life are predestined may be generally more disposed than others to prefer check‐out service personnel rather than self‐service check‐out machines, depending on the situation.Research limitations/implicationsThe major limitation of this study is that respondents were primarily students, which limits the generalizability of the study. However, the study provides useful information about customer characteristics to target for service managers who are considering adopting SST options or are planning a SST improvement program.Originality/valueThis study helps augment earlier studies developed to understand the importance of examining consumer traits in the context of the specific situation, especially when deploying new SSTs.

The price facade: Symbolic and behavioral price cues in service environments

“…Some customers prefer the 'do-it-yourself' option over being served even when no incentive is offered (Bateson, 1983(Bateson, , 1985. People may choose the self-service option to avoid contact with service personnel, increase their control over service outcomes (Oyedele and Simpson, 2007), or to save time (Dabholkar et al, 2003). On the other hand, consumers may be inclined to avoid self-service because of low self-efficacy beliefs (McKee et al, 2006) or a negative attitude towards technology (Dabholkar et al, 2003).…”

Shopping for apparel: how can kiosk systems help?

“…Moreover, previous research on the acceptance of self-service technologies in general suggests that variables such as perceived ease of use and perceived usefulness have a major impact on whether self-service technologies are accepted by customers (DAVIS, 1989;DAVIS, BAGOZZI, WARSHAW, 1989;MEUTER and others, 2000;MEUTER and others, 2005). Moreover, personality characteristics such as technology anxiety may have an impact on how kiosk systems are perceived and to what degree customers are ready to use them (OYEDELE and SIMPSON, 2007;ZHAO, MATTILA, TAO, 2008). We assume that there might be heterogeneous customer segments regarding the willingness to use such systems.…”

Sources of Customer Role Learning During Self-Service Technology Encounters

“…Oyedele & Simpson, 2007;Zhao, Mattila & Tao, 2008;van Beuningen, Ruyter, Wetzels & Streukens, 2009). Self-efficacy reflects the customer's belief that they have the ability to produce a service as required (van Beuningen et al, 2009).…”