Consumer acceptance of self-service technologies: an ability–willingness model

This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies.
Wang

Introduction

Over the past decade or so, consumer acceptance of self-service technologies (SSTs) has become an important topic in marketing research (Blut et al. 2016). This is probably because more and more firms across the service sector have been investing heavily in introducing and rolling out such technologies, with the intention to reduce labour costs, reach new customer segments, and increase service quality and customer satisfaction (Bitner et al. 2002). However, in order for firms to achieve these benefits, the first critical step is to get consumers to try to accept the technology (Meuter et al....

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