Consumer Adoption of Self-Service Technologies in the Context of the Jordanian Banking Industry: Examining the Moderating Role of Channel Types

YesThis study aimed to examine the key factors predicting Jordanian consumers’ intentions and usage of three types of self-service banking technologies. This study also sought to test if the impacts of these main predictors could be moderated by channel type. This study proposed a conceptual model by integrating factors from the unified theory of acceptance and use of technology (UTAUT), along with perceived risk. The required data were collected from a convenience sample of Jordanian banking customers using a survey questionnaire. The statistical results strongly support the significant influence of performance expectancy, social influence, and perceived risk on customer intentions for the three types of SSTs examined. The results of the X2 differences test also indicate that there are significant differences in the influence of the main predictors due to the moderating effect of channel type. One of the key contributions of this study is that three types of SSTs were tested in a single study, which had not been done before, leading to the identification of the factors common to all three types, as well as the salient factors unique to each type