Determining the Self-Service Technology Adoption in Saudi Arabia: A Multi-Industry Approach
Year: 2014
Type: article
Study design: Observational Study
Abstract: This study investigates the adoption of self-service technologies (SST) among consumers in Saudi Arabia using the multi-industry approach. Unlike the majority of previous studies which either focuses on a specific industry or a specific SST, this study looks at SST adoption across multiple industries and across various SST platforms. In addition, it proposes a new construct—“consumers seek values” comprising of time convenience, ease of use, usefulness, secure/privacy, autonomy, service ubiquity and enjoyment adopting the Technology Acceptance Model (TAM) as the research framework. The model includes consumer demographic characteristics which represents the exogenous variable while consumer adoption of SST as the endogenous variable. Based from a mall-intercept technique, a final usable sample comprises of 400 respondents was collected in four major cities in Saudi Arabia. This represents an effective response rate of 44%. The hypothesis was tested using SEM and WrapPLS to illustrate the relationship. The results showed that the proposed framework was significant.
Author: Abdul Rahim Abu Bakar
Institution: Prince Sultan University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2115234852