Only If It Is Convenient
通过三项研究分析便利性如何影响用户对自助服务技术的评价，发现便利性显著提升感知准确性和速度，用户满意降低交互需求，非用户信任则受准确性和探索感知影响。
Self-service technologies (SSTs) can help firms reduce labor costs while providing more channel options, but customers must be convinced of their value before foregoing a full service alternative. To understand how customers evaluate an SST, the authors conducted three studies to analyze the importance of convenience in the evaluation process along with exploring what constructs ultimately influence customers’ need for human interaction with an SST. Surveying both users’ experiences with an SST and also nonusers’ perceptions of an SST, a comprehensive analysis was undertaken to assess the perceived benefits of using an SST. In Study 1, the authors found that convenience had a strong positive effect on the perceived accuracy, speed, and exploration intentions of an SST. Building on these results, Studies 2 and 3 reveal that SST users have a lower need for interaction when they are satisfied with an SST, while nonusers’ trust perceptions had the greatest influence on the need for human interaction during an SST transaction. The authors discovered that user satisfaction can be enhanced by focusing on the speed and accuracy of an SST, whereas nonusers’ perceptions of accuracy and exploration increased the trust placed in an SST.