“…In addition, the literature has offered substantial insights into the conditions that underpin customers' use of SSTs. For example, the factors which affect a customer's usage of SSTs, range from user characteristics and attitudes (Gelderman, Ghijsen, & Diemen, 2011;Lin & Chang, 2011;Meuter, Bitner, Ostrom, & Brown, 2005), demographics (Dean, 2008;Lee, Cho, Xu, & Fairhurst, 2010), and technology characteristics (Meuter et al, 2005) to situational influences (Dabholkar & Bagozzi, 2002;Simon & Usunier, 2007;Wang, Harris, & Patterson, 2012). More specifically, Kelly, Lawlor, & Mulvey (2011) have identified seven of the most researched SST adoption factors in the literature, namely demographic variables (e.g.…”