Technology readiness and segmentation profile of mature consumers

Abstract

Self-service technologies (SSTs) play a major role in enabling consumers to perform service delivery themselves. The purpose of this study was to test extensions of the original Technology Acceptance Model (TAM) aimed at predicting mature consumers’ attitude and behaviour towards using self-service banking technologies (SSBTs). A survey methodology was employed to gather data from 208 mature consumers on variables captured by the extended TAM. Path analysis indicated that self-efficacy, technology discomfort, perceived risk, and personal contact were determinants of perceived ease of use and perceived usefulness and also direct and indirect determinants of attitude towards and intention to use SSBTs. These findings have theoretical implications for models of technology acceptance and practical interventions designed at increasing use of SSBTs among mature consumers.