User adoption decisions in self-service technologies : A study of the internet banking

Along with the fast development of information technology, companies have extensively used self-service technologies (SSTs) to provide services. SSTs enable customers to perform entire services on their own without direct assistance from employees. Although self-service technologies may offer customers several benefits, people will not automatically accept and use it. Therefore, it has become increasingly important to understand the factors affecting customers' attitudes towards SSTs and their adopting behavior. This study develops a readiness model designed to investigate and explain the relationships between technology readiness, user's informational-based readiness, customer readiness and the intention to adopt SSTs. Empirical data was collected from the users of the Internet Banking. Data analysis and the fit of the hypothetical model were conducted via LISREL 8.72 statistical analysis. The results show that (1) Technology readiness has a significant and positive influence on the user's informational-based readiness and customer readiness. (2) The user's informational-based readiness has a significant and positive impact on customer readiness and the behavioral intention to use SSTs. (3) Customer readiness has a significant and positive effect on the behavioral intention to use SSTs. Managerial implications are provided about the importance of accounting for readiness influences in the adoption and implementation of SSTs going forward.