A Study on the Consumers’ Generation Differences in Technology Readiness and Self-Service Technology Adoption

다국어 초록 (Multilingual Abstract)

As the utilization of self-service technology (SST) continues to rise, understanding consumers’ motivations to adopt SST becomes increasingly important. This study investigated how consumers’ technology readiness influence their adoption motives and satisfaction with SST. This study focused on optimism and innovativeness as the key indicators of technology readiness and utilizes four motives for adopting SST, namely expediency, perceived ease of use, reliability, and enjoyment. The study conducted a survey targeting consumers who had experienced SST in South Korea. Employing structural equation modeling (SEM), this study identified that technology optimism positively influenced all four adoption motives.
Similarly, innovativeness positively impacted ease of use and enjoyment, though not significantly affecting expediency and reliability. Moreover, expediency and reliability contributed significantly to satisfaction.
However, the influence of ease of use and enjoyment on satisfaction lacked statistical significance.
Furthermore, this study identified notable moderating effects of generations. Categorizing participants into two groups, this study analyzed moderation by generations. Results showed the age groups moderated the influence of optimism on expediency and ease of use, with stronger effects in seniors than younger individuals. Additionally, the age groups moderated the impact of innovativeness on ease of use, with a stronger effect among the younger group. In light of these findings, this study recommended the implementation of more personalized and targeted strategies, accounting for the generation differences in technological attitudes and the acceptance of SST.

참고문헌 (Reference)

1 장형유 ; 노미진, "즐거움, 관여도, 태도가 IPTV서비스 품질과 재구매 의도의 관련성에 미치는 영향" 대한경영학회 23 (23): 1805-1832, 2010

2 조인숙 ; 안윤영, "유비쿼터스 관광정보 서비스 속성에 대한 지각이 사용자 만족 및 행동의도에 미치는 영향 - 모바일 서비스를 중심으로 -" 대한경영학회 23 (23): 2149-2172, 2010

3 이상영, "셀프서비스 기술 이용 소비자의 실용적/쾌락적 가치가 지각된 서비스 품질 및 만족에 미치는 영향" 한국산업경제학회 36 (36): 697-723, 2023

4 박보우, "기술기반 셀프서비스로 바라본 스마트 헬스케어의 기대 품질과 이용의도" 대한경영학회 36 (36): 401-413, 2023

5 Noh, M., "Young consumers’ innovativeness and hedonic/utilitarian cool attitudes" 42 (42): 267-280, 2014

6 Collier, J. E., "Why the little things matter : Exploring situational influences on customers’ self-service technology decisions" 68 (68): 703-710, 2015

7 Cetto, A., "Why should I do it myself? Hedonic and utilitarian motivations of customers’ intention to use self-service technologies" 2015

8 Zhao, Y., "What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age" 43 : 342-350, 2018

9 Kim, T. B., "Validating the moderating role of age in multi-perspective acceptance model of wearable healthcare technology" 61 : 101603-, 2021

10 Tsai, C. Y., "Using the technology acceptance model to analyze ease of use of a mobile communication system" 39 (39): 65-69, 2011

11 Kokkinou, A., "Using selfservice technology to reduce customer waiting times" 33 : 435-445, 2013

12 Dabholkar, P. A., "Understanding consumer motivation and behavior related to self-scanning in retailing : Implications for strategy and research on technology-based self-service" 14 (14): 59-95, 2003

13 Godoe, P., "Understanding adoption of new technologies : Technology readiness and technology acceptance as an integrated concept" 3 (3): 38-52, 2012

14 Lin, J. S. C., "The role of technology readiness in self-service technology acceptance" 21 (21): 424-444, 2011

15 Lin, J. S. C., "The role of technology readiness in customers’ perception and adoption of self-service technologies" 17 (17): 497-517, 2006

16 Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986

17 Bagozzi, R. P., "The legacy of the technology acceptance model and a proposal for a paradigm shift" 8 (8): 3-, 2007

18 Elliott, K., "The influence of technology readiness on the evaluation of self-service technology attributes and resulting attitude toward technology usage" 33 (33): 311-329, 2012

19 Lin, J. S. C., "The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies" 23 (23): 1597-1615, 2007

20 Ghalandari, K., "The effect of performance expectancy, effort expectancy, social influence and facilitating conditions on acceptance of e-banking services in Iran : The moderating role of age and gender" 12 (12): 801-807, 2012

21 Ghani, E. K., "The effect of perceived usefulness, reliability, and COVID-19 pandemic on digital banking effectiveness : Analysis using technology acceptance model" 14 (14): 11248-, 2022

22 Parasuraman, A., "Technology readiness index(TRI)a multiple-item scale to measure readiness to embrace new technologies" 2 (2): 307-320, 2000

23 Wang, Y., "Technology readiness and customer satisfaction with travel technologies : A cross-country investigation" 56 (56): 563-577, 2017

24 Blut, M., "Technology readiness : A meta-analysis of conceptualizations of the construct and its impact on technology usage" 48 : 649-669, 2020

25 Venkatesh, V., "Technology acceptance model 3 and a research agenda on interventions" 39 (39): 273-315, 2008

26 Kim, D., "Technology acceptance and perceived reliability of realistic media service" 8 (8): 1-, 2015

27 Fornell, C., "Structural equation models with unobservable variables and measurement error : Algebra and statistics" 18 (18): 382-388, 1981

28 Meuter, M. L., "Self-service technologies : Understanding customer satisfaction with technology-based service encounters" 64 (64): 50-64, 2000

29 Lin, J. S. C., "Refinement of the technology readiness index scale : A replication and cross-validation in the self-service technology context" 23 (23): 34-53, 2012

30 Nunnally, R. C, "Psychometric theory" McGraw-Hill 1978

31 Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology" 13 (13): 319-340, 1989

32 마윤진 ; 감해진 ; Jennifer Banning, "Perceived ease of use and usefulness of sustainability labels on apparel products: application of the technology acceptance model" 한국의류학회 4 (4): 1-20, 2017

33 Collier, J. E., "Only if it is convenient: Understanding how convenience influences self-service technology evaluation" 16 (16): 39-51, 2013

34 Hair, J. F., "Multivariate data analysis" Prentice Hall 2006

35 Na, T. K., "Moderating effect of gender on the relationship between technology readiness index and consumers’ continuous use intention of selfservice restaurant kiosks" 12 (12): 280-, 2021

36 Schmidt, F. L., "Methods of meta-analysis: Correcting error and bias in research findings" Sage Publications 1990

37 Boon-itt, S., "Managing self-service technology service quality to enhance e-satisfaction" 7 (7): 373-391, 2015

38 Geng, S., "Investigating self-directed learning and technology readiness in blending learning environment" 16 (16): 1-22, 2019

39 Lin, C. H., "Integrating technology readiness into technology acceptance: The TRAM model" 24 (24): 641-657, 2007

40 De Leon, M. V., "Influence of self-service technology(SST)service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application" 7 (7): 1794241-, 2020

41 Iqbal, M. S., "Impact of self-service technology(SST)service quality on customer loyalty and behavioral intention : The mediating role of customer satisfaction" 5 (5): 1-, 2018

42 Djelassi, S., "How self-service technology experience evaluation affects waiting time and customer satisfaction? A moderated mediation model" 111 : 38-47, 2018

43 Eccles, J. S., "From expectancy-value theory to situated expectancy-value theory : A developmental, social cognitive, and sociocultural perspective on motivation" 61 : 101859-, 2020

44 Zhu, Z., "Fix it or leave it? Customer recovery from self-service technology failures" 89 (89): 15-29, 2013

45 Blut, M., "Factors influencing the acceptance of self-service technologies:A meta-analysis" 19 (19): 396-416, 2016

46 Wigfield, A., "Expectancy-value theory of achievement motivation : A developmental perspective" 6 (6): 49-78, 1994

47 Wigfield, A., "Expectancy-value theory of achievement motivation" 25 (25): 68-81, 2000

48 Venkatesh, V., "Determinants of perceived ease of use : Integrating control, intrinsic motivation, and emotion into the technology acceptance model" 11 (11): 342-365, 2000

49 Wang, M. C., "Determinants and consequences of consumer satisfaction with self‐service technology in a retail setting" 22 (22): 128-144, 2012

50 Jeon, H. M., "Customers’ acceptance intention of self-service technology of restaurant industry: Expanding UTAUT with perceived risk and innovativeness" 14 : 533-551, 2020

51 Wang, C., "Customer choice of self-service technology : The roles of situational influences and past experience" 23 (23): 54-78, 2012

52 Elliott, K. M., "Consumers’ intention to use self-scanning technology : The role of technology readiness and perceptions toward self-service technology" 17 (17): 129-, 2013

53 Ahn, J. A., "Consumer responses to interactive restaurant self-service technology (IRSST): The role of gadget-loving propensity" 74 : 109-121, 2018

54 Dabholkar, P. A., "Consumer evaluations of new technology-based self-service options : An investigation of alternative models of service quality" 13 (13): 29-51, 1996

55 Kim, T., "Consumer acceptance of sports wearable technology: The role of technology readiness" 20 (20): 109-126, 2018

56 Meuter, M. L., "Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies" 69 (69): 61-83, 2005

57 Fishbein, M., "Belief, attitude, intention and behavior" Addison-Wesley 1975

58 Guan, X., "Are you a tech-savvy person? Exploring factors influencing customers using self-service technology" 65 : 101564-, 2021

59 Moon, J., "Antecedents and consequences of the ease of use and usefulness of fast food kiosks using the technology acceptance model" 10 (10): 129-, 2022

60 Parasuraman, A., "An updated and streamlined technology readiness index:TRI 2.0" 18 (18): 59-74, 2015

61 Demoulin, N. T., "An integrated model of self-service technology(SST)usage in a retail context" 44 (44): 540-559, 2016

62 Dabholkar, P. A., "An attitudinal model of technology-based self-service : Moderating effects of consumer traits and situational factors" 30 : 184-201, 2002

63 Hilton, T., "Adopting self-service technology to do more with less" 27 (27): 3-12, 2013

64 Abroud, A., "Adopting e-finance : Decomposing the technology acceptance model for investors" 9 : 161-182, 2015

65 Chen, T., "AI-based self-service technology in public service delivery : User experience and influencing factors" 38 (38): 101520-, 2021

66 Taherdoost, H., "A review of technology acceptance and adoption models and theories" 22 : 960-967, 2018