The impact of forced use on customer adoption of self-service technologies

Drawing upon researches in marketing and psychology, the present investigation examines empirically the intermediate psychological process that would explain how and why forced use affects satisfaction and behavioral intentions with self-service technologies. A non-internet self-service technology setting serviced as the study context. This study tested the research model and relevant hypotheses with survey responses collected from 290 users of self-service technology in China. Results indicate that technology anxiety and technology trust are the two intermediate psychological constructs through which forced use affects satisfaction and behavioral intentions with self-service technologies. This paper sheds some additional light on the relationship among forced use, technology anxiety, technology trust, customer satisfaction, and behavioral intentions in self-service technology setting.

Highlight
► We investigate how forced use impact customer adoption of self-service technologies.
► Forced use will increase technology anxiety and decrease technology trust.
► Technology anxiety will decrease satisfaction with self-service technology.
► Technology trust will increase satisfaction with self-service technology.