Determinants of self-service technology adoption

With the tremendous growth of self-service technologies (SSTs) in many industries, SSTs in the context of service provision are recognized as more effective and important technologies to minimize investment costs and maximizes service quality. By means of reviewing and integrating literature in several fields, the present paper attempted to provide an understanding of this relationship in terms of the links between SST characteristics (perceived risk, perceived ease of use, and perceived usefulness), consumer technology readiness, social pressures (coercive, normative, and mimetic), and SST adoption. Eight hypotheses from a conceptual model developed to predict and explain consumer intentions towards SST usage were tested through data collection from senior undergraduate and graduate students majoring business as respondents. Through structural equation modeling (SEM), findings indicated that SST characteristics, consumer technology readiness, social pressures were crucial determinants of SST adoption. Besides the empirical confirmation of the hypotheses given, finally, there were several practical implications for service marketers and future research directions for scholars.   Key words: Self-service technologies (SSTs), self-service technologies characteristics, technology readiness, social pressures, self-service technologies adoption.