Integrating Attitudinal Theories to Understand and Predict Use of Technology-Based Self-Service: The Internet as an Illustration”


Abstract: Technology-based self-service is growing at a tremendous rate all over the world, but a strong unifying theory to understand this form of service is lacking.  We propose a comprehensive conceptual framework that incorporates several well-known attitudinal theories to explain the pivotal role of attitudes in influencing intentions and behavior related to technology-based self-service.  The framework makes it possible to better understand and predict consumer decisions related to using technology-based self-service by thoroughly examining underlying consumer attitudes.  The Internet is used to illustrate how our framework can be applied to study consumer behavior related to a specific technology-based self-service.  We draw on insights from the extant literature on technology-based self-service and also incorporate the many unique characteristics of the Internet that have implications for theory.  Practical implications of our model are discussed for marketers and directions are provided for future research on technology-based self-service in general and the Internet in particular.  With its integrative approach to theory, our framework also contributes to the attitudinal literature.


Co-Author:   Pratibha A. Dabholkar



Source: International Journal of Service Industry Management,” 2001, Volume 12, Issue 5, 423-450 (lead article).

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