Factors affecting consumers` attitude towards the use of self-service technology in Malaysia

Abstract

The study attempted to examine the relationship between (Perceived Usefulness, Perceived Ease of Use, Expected Outcome Quality, and Technology Anxiety) and the dependent variable (Consumers’ Attitude towards the Use of SST in Malaysia). A quantitative study design was used in this research. The study population contains of academic and administrative staff. Sample random designs were used to obtain a sample size. Three hundred and eighty-three (383) questionnaires were distributed, 358 were returned and 330 were deemed usable. The results revealed that perceived usefulness, perceived ease of use, expected outcome quality and technology anxiety comes were found to have a strong relationship with consumers’ attitude towards the Use of SST in Malaysia. The analysis results confirm that a system will be adopted if it is regarded as useful therefore, the system perceived to provide direct value to the user. All the relationships that is, between the perceived usefulness, perceived ease of use, expected outcome quality and technology anxiety and consumers’ attitude towards the use of SST in Malaysia, where tested and found to be strongly significant and positive as well. Perceived usefulness was found to be the strongest predictor. That is to say, what influences technology acceptance in one region or organization may not necessarily be the same in all scenarios.