Antecedents of consumers' usage intentions of self-service technologies.

• Main Authors: Lim, Ee May., Ng, Kenneth Wei Lun., Ong, Tze Meng.
• Other Authors: Chung Mann Yien Cindy
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/35508
• Institution: Nanyang Technological University

The antecedents – perceived usefulness, perceived ease of use and perceived enjoyment – were studied to examine if they had a direct and positive effect on attitude toward using self-service technologies (SSTs) and behavioural intention to use SSTs. Attitude was hypothesised to be a mediator of the relationship between the antecedents and behavioural intention to use the SSTs. This project sought to expand the existing literature on the moderators affecting the relationships between the antecedents and attitude toward using SSTs, investigating the possible moderator effects of personal innovativeness in the domain of information technology (PIIT) and risk taking propensity. The study was based in a hospitality setting in Singapore and the participants of our survey were the guests or visitors from the hotel. Our results had shown that among the three antecedents, only perceived usefulness was a significant variable directly affecting the behavioural intentions to use SSTs. As such, we performed a test for mediator effects for the relationship between perceived usefulness and behavioural intention through attitude toward using SST. We found that attitude toward using SST had full mediator effects on this relationship. Our tests for moderator effects showed that none of the moderator effects hypothesised was supported. Instead, our results have suggested that the moderators had direct effects on attitude toward using SST.