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An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors

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Abstract

The accelerating growth in technology-based self-service today is giving rise to questions about the acceptance of such forms of service delivery by all kinds of consumers and under different situational contexts. This study investigates the moderating effects of consumer traits and situational factors on the relationships within a core attitudinal model for technology-based self-service. An experimental design is used with perceived waiting time and social anxiety (through perceived crowding) as the situational treatments. Relevant consumer traits for technology-based self-service are examined and include inherent novelty seeking, self-efficacy with respect to technology self-consciousness, and the need for interaction with an employee. The results lend support to the hypothesized moderating effects. Implications for service practitioners as well as directions for future research are discussed.

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Authors and Affiliations

  1. University of Tennessee, Tennessee, USA

    Pratibha A. Dabholkar

  2. Rice University, Houston, USA

    Richard P. Bagozzi

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  1. Pratibha A. Dabholkar
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  2. Richard P. Bagozzi
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Pratibha A. Dabholkar (Ph.D., Georgia State University) is an associate professor of marketing at the University of Tennessee. Her research interests include technology in service delivery; attitude, choice, and means-end models; service quality and customer satisfaction; and business-to-business relationships. Her work has been published in theJournal of Consumer Research; Journal of the Academy of Marketing Science; Journal of Retailing; International Journal of Research in Marketing; International Journal of Service Industry Management; Psychology and Marketing; Journal of Business Research; Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, andJournal of Business and Industrial Marketing.

Richard P. Bagozzi (Ph.D., Northwestern University) is the J. Hugh Liedtke Professor of Management and professor of psychology at Rice University. Prior to this, he was at the University of California at Berkeley, Massachusetts Institute of Technology, Stanford University, and University of Michigan. His current research interests include the theory of action, emotion, self-regulation, means-end models, and technology adoption. His work has been published in theJournal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Psychology and Marketing, Marketing Science, andJournal of Consumer Psychology.

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Dabholkar, P.A., Bagozzi, R.P. An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors. J. of the Acad. Mark. Sci. 30, 184–201 (2002). https://doi.org/10.1177/0092070302303001

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