Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad
Chapter 4: Digital risk and customers’ acceptance of self-service innovations: the role of online benefits and corporate trustworthiness
The chapter presents a conceptual model proposing a relationship between risk, trust, and benefits in self-service technology (SST). The authors make five propositions for future SST research. First, they argue that SST risk dimensions should be investigated as separate first-order factors that will have unique effects on SST acceptance. The next two propositions concern the moderating effect of customers’ perceptions of SST benefit on the relationship between SST risk and SST acceptance. The authors propose that higher levels of utilitarian benefit perceptions will increase the effect of risk on SST acceptance, whereas higher levels of hedonic benefit perceptions will reduce the effect of risk on SST acceptance. The fourth proposition suggests that the relationships between SST risk and SST acceptance will be moderated by corporate trustworthiness along three dimensions: ability, integrity, and benevolence. The final proposition argues that the nature of risk and trust is important when considering the interaction between the two constructs.
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