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Exploring the Degree of Consumer Readiness for Self Service Technologies

Author

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  • Maria Tsourela

    (University of Macedonia, Thessaloniki, Greece)

  • Manos Roumeliotis

    (University of Macedonia, Thessaloniki, Greece)

Abstract

Constant developments of technology and increases in labor costs are the two major reasons for the creation and continuous evolvement of technology-based self services. Consumers' technology readiness should be taken into account in predicting the perception and behavior of potential consumers towards Self Service Technologies. An empirical study of consumers' readiness to use technology based self-services was undertaken in Greece. A survey instrument was developed to investigate the relationship between technology readiness, attitude, perceived ease of use, usefulness and consumers readiness towards adoption of Self Service Technologies. The results showed that population's technology readiness, the attitude of potential consumers towards and perceived usefulness of Self Service Technologies, are the factors that mostly affect their final success, since they define the level of readiness towards these services on behalf of potential consumers.

Suggested Citation

  • Maria Tsourela & Manos Roumeliotis, 2015. "Exploring the Degree of Consumer Readiness for Self Service Technologies," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 7(2), pages 25-42, April.
    • Handle: RePEc:igg:jesma0:v:7:y:2015:i:2:p:25-42
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