The Influence of Technology Readiness on the Theory of Planned Behavior with Self-service Technologies

摘要

Competitive world is increasingly characterized by technology-assisted services and transactions nowadays. Self-service technologies (SSTs), such as telephone banking, automated hotel checkout, and online investment trading, whereby customers produce services for themselves without assistance from firm employees. This research examined the influence of technology readiness (TR) index on Ajzen's theory of planned behavior (TPB) with SSTs. Specially, we measured the relation between TRIs personality trait dimensions (i.e. optimism, innovativeness, discomfort, and insecurity) - and the cognitive dimensions of TPB. The research model was tested with a sample of 563 SST users examined through structural equation modeling (SEM). Overall, the results revealed that the effect of optimism and innovativeness were very important but that insecurity and discomfort did not influence attitude, subjective norms, and perceived behavioral control. Moreover, this research represented the first study to empirically examine and discuss the relationships among TR and TPB. Implications of the empirical findings also are discussed.