Examining the influence of interactivity in a self-service setting

Abstract

Interactivity is a key feature of interface between human and technology. This study explores how interactivity perception influence customers' intentions of using an SST The results revealed the elements of interactivity (communication, control, and responsiveness) do impact the intentions of customers to use an SST in the future; however, their impact was mediated through perceived value and satisfaction. Increased interactivity perceptions influenced perceived value and satisfaction, which in turn were associated with stronger SST usage intentions.