Cheng Wang

This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies. Previous research on consumer acceptance of SSTs has focused primarily on consumers’ willingness, while neglecting their ability – this is evident in many SST studies investigating adoption intentions. However, using an SST often requires skills and some level of confidence. Drawing upon the ability–willingness framework, this study adopts a cross-sectional field survey approach to recruit real consumers using self-checkout technology at a supermarket. Results from structural equation modelling based on 281 consumers highlight the relevance and importance of ability, and show that consumers’ willingness and ability to use SSTs are determined by different factors.

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