Why consumers use and do not use technology‐enabled services

Abstract

Purpose: The purpose of this paper is to report on and discuss findings of a research study undertaken to investigate and establish empirically reasons why people use, or choose not to use, three types of technology‐enabled service: internet banking, telephone bill‐paying, and internet shopping services. Design/methodology/approach: A behavioural model is developed and tested, and the results support what is modelled and hypothesised. Findings: In sum, the findings show that willingness to use the internet and telephone for financial and shopping services is influenced by the individual sense of personal capacity or capability to engage with these service systems, the perceived risks and relative advantages associated with their use, and the extent to which contact with service personnel is preferred or deemed necessary. The paper also contains attitudinal and behavioural insights, and concludes by discussing managerial implications and opportunities for further research. Research limitations/implications: Limitations of the study are acknowledged, and opportunities for further research are highlighted. Originality/value: The value of the paper lies in the light shed on usage behaviour and attitudes, and in the practical implications of these findings for service providers.