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Factors influencing the adoption of self-service technologies : a study of the benefits and risks of self-service technologies and trust beliefs of service providers

Zeng, Liying
Master thesis
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http://hdl.handle.net/11250/2404962
Issue date
2016
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  • Master Thesis [2465]
Abstract
Self-service technologies (SSTs) are largely introduced and promoted to replace

traditional service encounters and researchers have been investigating the influencers

of SST adoption. This paper incorporates the fresh perspective of customer perceived

value and trust beliefs of service provider with technology acceptance model and then

proposes a conceptual model. An empirical study is conducted to test the model and

study the SST adoption in digital post service context. Six benefits and seven risks of

digital post service are identified based on literature review and the characteristics of

digital post service, and, together with the three trust dimensions, their influences on

SST adoption are tested in the survey. The data collected in the survey is validated and

analyzed to detect the relationships between benefits, risks, trust beliefs and SST

adoption. Three benefits and two risks are proven to have significant influence on

attitude toward using digital post service. Integrity of service provider is also found to

positively influence consumers’ attitude. Besides, attitude toward using digital post

service is a solid predictor of their intention to use the SST. Lastly the theoretical and

managerial implications from the results are given as well as the suggestions for future

research.

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