Gonzalez-Bree, Francisco (2012) An examination of drivers of attitudes and intention to use ATMs for cash deposits. (DBA thesis), Kingston University, .
Abstract
Since the 1970's banks have been deploying Technology Based Self-Service Systems (TBSS) such as ATMs as a means of replacing human centred interaction with technology in the process of service creation with their customers. TBSS research on A TMs has been dominated by investigations focusing on the use of ATMs for cash withdrawals. However, in recent years, ATMs have evolved to handle new functions such as bills payment, cash deposits or funds transfer. Therefore, the generalisability of extant knowledge to these new functions remains un-answered. Furthermore, new fimctionalities have introduced the need to consider additional variables to those related to the traditional use of ATMs as means for withdrawing cash. One such variable that merits examination is risk, specifically the impact that perceptions of risk have on consumers' intention and ultimate use of ATMs. Responding to the above observations, the aim of this study is to examine drivers of intention to use new ATM functions. In order to address the above research gap, a theoretically grounded model is proposed. Specifically this study adopts the technology acceptance model (TAM) which draws from two general behavioural theories, the theory of reasoned action (TRA) and its extension, the theory of planned behaviour (TPB). Attitude, ease of use and usefulness determinants of intention to use ATMs for depositing cash found in TAM are expanded by the inclusion of risk. In addition the moderating impact of consumer traits and specific factors supported by extant research and the recommendation from expert informants are also includêd in the model. Data, obtained through a postal survey addressed to ATM customers from a Spanish bank: collaborating in the investigation resulted in 461 usable replies that were analysed using Partial Least Squares. The explanatory power and stability of the model are confirmed and the need for segmenting respondents depending on whether their age is above or below 35 year old is established. Despite there are similarities within the two segments (i.e., attitude and usefulness are found significant); there are differences that need attention. Inherent novelty seeking is found significant in the younger segment while risk is found significant in the older segment. The results make the following important theoretical contributions to the subject matter. There are confounding effects due to the lack of segmentation in previous research. Attitude and usefulness are significant for cash withdrawals and cash deposits while ease of use is significant for cash withdrawals but not cash deposits and risk is significant for cash deposits but not for cash withdrawals. The results from the present study challenges the view and results that demonstrates moderating effects. On the strength of the above managerial guidelines are proposed.
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