The Influence of Technology Readiness on the Evaluation of Self-Service Technology Attributes and Resulting Attitude Toward Technology Usage

This study confirms prior findings that the SST attributes of perceived usefulness, ease of use, reliability, and fun all have a direct influence on consumers' attitude toward using SST to complete retail transactions.

Abstract

Retailers are increasingly utilizing self-service technology (SST) in the delivery of services to their consumers. This study confirms prior findings that the SST attributes of perceived usefulness, ease of use, reliability, and fun all have a direct influence on consumers' attitude toward using SST to complete retail transactions. This study also expands earlier research by investigating the impact technology readiness (TR) has on consumers' perceived reliability and perceived fun of using SST. Implications are provided to help retailers manage consumers' perceptions and expectations related to using SST to complete retail transactions, as well as strategies to enhance consumer technology competence.