The purpose of this study is to build on prior work to empirically test the possible effects of control‐related consumer difference variables on the decision to use self‐service technology (SSTs) in three different contexts. Specifically, the paper seeks to examine potential effects of locus of control, autonomy, self‐efficacy, technology anxiety and time pressure on the SST usage decision in a shopping, a library and a hotel situation.
The design of the study was empirical. Data for the study came from 187 college students in classes from four different departments (business, computer science, language, and music departments) in a southern regional university.
Overall, the results suggest that regardless of individual need for control and achievements, highly techno phobic consumers and those with an enduring attitude that all events in life are predestined may be generally more disposed than others to prefer check‐out service personnel rather than self‐service check‐out machines, depending on the situation.
The major limitation of this study is that respondents were primarily students, which limits the generalizability of the study. However, the study provides useful information about customer characteristics to target for service managers who are considering adopting SST options or are planning a SST improvement program.
This study helps augment earlier studies developed to understand the importance of examining consumer traits in the context of the specific situation, especially when deploying new SSTs.
