The adoption of online self-service technology (SST) as a gradual learning process

  • Authors:

  • Cälin Gurǎu

  • Affiliations:

  • GSCM - Montpellier Business School2300 Avenue des Moulins 34185 Montpellier France, Montpellier, France

  • Venue:
  • CHI '11 Extended Abstracts on Human Factors in Computing Systems
  • Year:
  • 2011

Quantified Score

Hi-index 0.00

Visualization

Abstract

Using a combination of qualitative and quantitative analysis, this study attempts to identify the main phases of customer-SST system interaction. The findings reinforce the interpretation of SST adoption as a gradual process of learning that presents different challenges for various types of customers, depending on their level of online experience.