Self-service technology effectiveness: the role of design features and individual traits

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.