Consumer Adoption of Self-Service Technologies: Integrating the Behavioral Perspective with the Technology Acceptance Model

• 발행기관: 한국유통과학회
• 저자명: Mohammed L. ASHOUR Raed M. AL-QIREM
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.3, 1361~1369쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.03.30

영문 초록

Recent technological advancements have had a substantial impact on consumer buying behavior. This research aims to determine the factors affecting consumer behavior related to the adoption of self-service technologies (SSTs). The intended findings of this study are expected to contribute to understanding consumer behavior towards the adoption of SSTs taking into account the logic of two main theories in this regard: the Technology Acceptance Model (TAM) and the assumptions of the Behavioral Perspective Model (BPM). This research follows a triangulation approach. Consequently, a number of semi structured interviews were conducted with experts and executive directors from selected SSTs providers in Jordan. In addition, the convenience sampling technique was employed focusing on current (or) previous users of SSTs in the public and private sectors in Jordan using a self-administrative questionnaire (66% response rate). The results confirmed the influence (direct and indirect) of previous experience and personal initiatives and characteristics on consumer intention to use SSTs. In addition, the results indicated the important role of the mediator variables namely: perceived ease of use (EOU), perceived risk (PR), and perceived usefulness (PU) on consumer attitude towards SSTs which in turn will positively affect consumer intention to use SSTs.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Data Analysis and Results

5. Discussion and Conclusions

References

키워드

Self-Service Technologies (SSTs) Technology Acceptance Model (TAM) Behavioral Perspective Model (BPM) Intention to Use