Self-service technology effectiveness: the role of design features and individual traits |
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Authors: | Zhen Zhu Cheryl Nakata K Sivakumar Dhruv Grewal |
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Institution: | (1) Marketing Department, Suffolk University, 8 Ashburton Place, Boston, MA 02108, USA;(2) Department of Managerial Studies, University of Illinois at Chicago, 601 S. Morgan Street (MC 243), Chicago, IL 60607, USA;(3) Department of Marketing, Lehigh University, 621 Taylor Street, Bethlehem, PA 18015, USA;(4) Marketing Division, Babson College, Malloy 213, Babson Park, MA 02457, USA |
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Abstract: | Self-service technologies (SSTs), such as in-store kiosks, are increasingly prevalent and becoming a critical component of
marketing. Researchers and practitioners alike have recognized the need to understand the effectiveness of these computer-based
innovations for self-services—in particular, how to strengthen customers’ perceived control over and evaluations of SSTs.
Drawing on the resource-matching theory and the technology-based services and self-services literature, the authors hypothesize
the interactive effects of two SST design features—namely, comparative information and interactivity—on customers’ perceived
control and interface evaluations. The authors then propose that the interaction pattern is further moderated by two individual
traits: prior experience and technology readiness. The hypotheses are tested in two separate computer-based experiments with
representative samples of the general U.S. population in a shopping environment. The findings support the hypotheses, enhancing
knowledge in this emerging domain and providing important implications for managers and researchers.
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Keywords: | Self-service technology effectiveness Comparative information Interactivity Experience Technology readiness Resource-matching theory |
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