Consumer Acceptance of Technology-Based Self-Service – Examination of Theory of Self Regulation

Theory of Self Regulation (TSR; Bagozzi, 1992) was examined for its validity and applicability in explaining consumer acceptance of Technology-based Self-Service (TBSS). The research aimed at ascertaining the predictive power of TSR. A structural equation approach was used to test the construct validity of measures and path analysis for hypotheses testing. A total sample of 530 potential and existing ATM users participated in the research. Results show that desires were proximal cause of intentions while attitudes were a distal cause. A limited, but definite, effect of attitude directly on intention was found even in the presence of desires. Frequency of past behaviour had an effect only on behaviour. Implications for theory are discussed.



Citation:

Sanjaya Gaur and Ajay Kolhatkar (2006) ,"Consumer Acceptance of Technology-Based Self-Service – Examination of Theory of Self Regulation", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 305-307.

Authors

Sanjaya Gaur, Associate Professor of Marketing, Shailesh J. Mehta School of Management , IIT Bombay, India
Ajay Kolhatkar, Doctoral Student, Shailesh J. Mehta School of Management , IIT Bombay, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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