Consumer Acceptance of Self-service Technologies: An Ability–Willingness Model

Abstract

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. Previous research on consumer acceptance of SSTs has focused primarily on consumers' willingness, while neglecting their ability – this is evident in many SST studies investigating adoption intentions. However, using an SST often requires skills and some level of confidence. Drawing upon the ability–willingness framework, this study adopts a cross-sectional field survey approach to recruit real consumers using self-checkout technology at a supermarket. Results from structural equation modelling based on 281 consumers highlight the relevance and importance of ability, and show that consumers' willingness and ability to use SSTs are determined by different factors.

Factors explaining shared clothes consumption in China: Individual benefit or planet concern?

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“…As new technology-based products and services are rapidly supplied in the market, technology is playing a more important role in the relationship between customers and firms [2]. Such products and services are beneficial to customers, not only because they are fast and convenient [3], but also because they provide diversified useful information.…”

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“…Rumusan model terkait dengan intensi menggunakan sistem sebelumnya sudah dirumuskan oleh Venkatesh dan Davis (1996). Model tersebut kemudian banyak diadopsi oleh peneliti-peneliti setelahnya, misalnya Grant et al (2009), dan Wang (2017). Van Beuningen et al (2009) dalam Wang (2017) menjelaskan bahwa variabel kemampuan memberikan dampak positif terhadap intensi menggunakan teknologi.…”

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