Why should I do it myself`? Hedonic and utilitarian motivations of customers' intention to use self-service technologies

URN to cite this document:

urn:nbn:de:bvb:355-epub-318491 Copy

DOI to cite this document:

10.5283/epub.31849 Copy

Cetto, Alexandra ; Klier, Julia ; Klier, Mathias

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Date of publication of this fulltext: 13 May 2015 11:54

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Details

Item type:	Conference or workshop item (Speech)
Date:	2015
Institutions:	Business, Economics and Information Systems > Institut für Wirtschaftsinformatik > Alumni or Retired Professors > Professur für Wirtschaftsinformatik - Qualitätsmanagement und Qualitätssicherung (Prof. Dr. Mathias Klier)
Keywords:	Self-service technology, Repeat use intention, Utilitarian value, Hedonic value
Dewey Decimal Classification:	000 Computer science, information & general works > 004 Computer science
Status:	Published
Refereed:	Yes, this version has been refereed
Created at the University of Regensburg:	Yes
Item ID:	31849

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Abstract

Customer self-service technologies (SST) have been gaining increasing economic importance given their proliferation in the customer service industry. Self-service kiosks have gradually been replacing traditional service employees and their progress is expected to continue. The growing relevance of SST results in the need for companies to understand why customers are willing to use SST and which ...

Abstract

Customer self-service technologies (SST) have been gaining increasing economic importance given their proliferation in the customer service industry. Self-service kiosks have gradually been replacing traditional service employees and their progress is expected to continue. The growing relevance of SST results in the need for companies to understand why customers are willing to use SST and which motivations drive SST adoption. Two central constructs determine a customer’s willingness to use
SST, namely utilitarian and hedonic value. Thus, the aim of this paper is twofold: first, we explore the multidimensional nature of utilitarian and especially hedonic value. Second, we examine their relative importance in determining repeat use intention, depending on a customer’s prior experience with SST. We develop a research model based on means-end chain (MEC) theory. The results underline that both values positively influence repeat use intention of SST. While hedonic value is prevalent for customers
with little experience, utilitarian value weights stronger for customers with more experience.

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Metadata last modified: 25 Nov 2020 23:58

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