Perceived Factors Influencing the Acceptance and Adoption of Self-service Technology Chang ...

142 Pages·2015·2.71 MB·English

Perceived Factors Influencing the Acceptance and
Adoption of Self-service Technology

Chang Mexen

A research project submitted in partial fulfilment of the
requirement for the degree of

Master of Business Administration

Universiti Tunku Abdul Rahman

Faculty of Accountancy and Management

March 2015
Perceived Factors Influencing the Acceptance and
Adoption of Self-service Technology

By

Chang Mexen

This research project is supervised by:

Sia Bik Kai
Senior Lecturer
Department of Economics
Faculty of Accountancy and Management
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Copyright @ 2015

ALL RIGHTS RESERVED. No part of this paper may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, graphic, electronic,
mechanical, photocopying, recording, scanning, or otherwise, without the prior
consent of the authors.
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DECLARATION

I hereby declare that:
(1) This Research Project is the end result of my own work and that due
acknowledgement has been given in the references to all sources of information be
they printed, electronic, or personal.
(2) No portion of this research project has been submitted in support of any
application for any other degree or qualification of this or any other university, or
other institutes of learning.
(3) The word count of this research report is 18,128.

Name of Student : Chang Mexen
Student ID : 10 UKM 07187
Signature :

Date : 27 March 2015
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ACKNOWLEDGEMENT

I would like to acknowledge gratitude to Mr Sia, my supervisor for his invaluable
advice and guidance along the way of my research project. I could not imagine
how messy my work will be without his guidance. Without his tremendous
support I won‟t be able to complete the research project smoothly, not even dare
to imagine that I‟m writing on the acknowledgment page.

I appreciate for my family members and friends who help me on my data
collection; in way of showing supporting they took further steps to share the
questionnaire link to their extended friends and family. Thank you for your
helping hands and share my stress during my data collection period. I won‟t know
how difficult it is until I realized it in action.

My family members always are the biggest supporters in my life. I feel sorry that I
am not around and could not help up much during the critical time and I really feel
touch as they given me all the supports and loves during my difficult period.

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DEDICATION

To my love Eugene Goh,
No words can describe how emotional I can be when I drafting this. This honor
did not belong to me alone, but for both of us. Your life didn‟t stop where you
were, I am so glad that I can help you to achieve one of your goal - completion of
MBA. I have been struggle all this while; I believe the determination and strength
came from you.
I wish you be happy always.
Thanks for being my special one.

Love, Mexen

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TABLE OF CONTENTS

Copyright Page ……………………………………………………..…..….….... iii
Declaration ……………………………………………………………..……….. iv
Acknowledgments ……………………………………………………...……….. v
Dedication …………………………………………………………………..… vi
Table of Contents ………………………………………………………..…… vii
List of Tables ………………………………………………………………..…... x
List of Figures …………………………………………………………..………. xi
Preface ……………………………………………………………..…….……. xii
Abstract ………………………………………………………………….…… xiii
Chapter 1 Research Overview .............................................................................. 1
1.1 Introduction ........................................................................................... 1
1.2 Research Background ............................................................................ 1
1.3 Problem Statement ................................................................................ 5
1.4 Research Objectives .............................................................................. 6
1.5 Research Question ................................................................................. 7
1.6 Significance of the Study ....................................................................... 8
1.7 Chapter Layout .................................................................................... 10
Chapter 2 Literature Review .............................................................................. 11
2.0 Introduction ......................................................................................... 11
2.1 Review of the Literature ...................................................................... 12
2.1.1 Self-service technologies (SSTs) .................................................. 12
2.1.2 Perceived usefulness ..................................................................... 16
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2.1.3 Individual perceive control ........................................................... 17
2.1.4 Expected outcome quality ............................................................. 19
2.1.5 Technology Anxiety ..................................................................... 21
2.1.6 Need for interaction ...................................................................... 23
2.1.7 Hedonic Value .............................................................................. 25
2.1.8 Attitude ........................................................................................ 27
2.1.9 Attitude – behavior intention ........................................................ 28
2.2 Review of theoretical model ................................................................ 29
2.3 Research Gap ...................................................................................... 33
Chapter 3 Methodology ..................................................................................... 34
3.0 Introduction ......................................................................................... 34
3.1 Research Design .................................................................................. 35
3.2 Development of Research Framework ................................................. 38
3.3 Hypotheses Statements ........................................................................ 40
3.4 Data Collection Methods ..................................................................... 42
3.4.1 Secondary Data ............................................................................ 42
3.4.2 Primary Data ................................................................................ 43
3.5 Sampling Design ................................................................................. 44
3.5.1 Target Population ......................................................................... 44
3.5.2 Sampling Frame and Sampling Location ...................................... 44
3.5.3 Sampling Elements ....................................................................... 44
3.5.4 Sampling Technique and sampling size ........................................ 45
3.6 Research Instrument ............................................................................ 47
3.7 Constructs Measurement...................................................................... 49
3.8 Data Processing ................................................................................... 51
3.9 Data Analysis ...................................................................................... 52
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Chapter 4 Data Analysis .................................................................................... 53
4.0 Introduction ......................................................................................... 53
4.1 Descriptive Analyses ........................................................................... 56
4.1.1 Demographics‟ Profile .................................................................. 56
4.1.2 Consumer behavior over SST ....................................................... 60
4.1.3 Independent and Dependent variables ........................................... 62
4.2 Inferential Analyses ............................................................................. 64
4.2.1 Factor Analysis............................................................................. 64
4.2.2 Reliability Analysis ...................................................................... 67
4.2.3 Multiple linear regression ............................................................. 68
4.2.4 Simple linear regression ............................................................... 73
4.2.5 Logistic regression ....................................................................... 76
4.3 Discussion of Results and Hypotheses testing conclusion .................... 78
Chapter 5 Discussion, Conclusion and Implications .......................................... 83
5.0 Introduction ......................................................................................... 83
5.1 Discussions of Major Findings............................................................. 83
5.2 Implications of the study...................................................................... 88
5.3 Managerial implications ...................................................................... 89
5.4 Limitations of the Study ...................................................................... 93
5.5 Conclusion and recommendations for future research .......................... 95
References …………………………………………………………………..…...97
Appendices …………………………………………………………………… 107

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LIST OF TABLES

Table 2.1 Classification of SSTs on base of interface and purpose ……………. 13
Table 3.1: Summary of past studies on independent variables and dependent
variables ……………………………………………………………. 35
Table 4.1: Summary of confirmation factor analysis results for SST questionnaire
(N=210) …………………………………………………………….. 65
Table 4.2: Summary table of Cronbach‟s Alpha for each construct …………… 66
Table 4.3: Summary of multiple linear regressions……………………..……… 70
Table 4.4: Summary of multiple linear regressions …………………….……… 74
Table 4.5: Summary of logistic regression……………………………………… 77
Table 4.6: Summary of hypothesis testing results ……………………………….78

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