3. Research Model and Hypotheses
6.3 Limitations and Future Research
6.3.2 Directions for Future Research
Building on the findings of our research, some directions are offered for future research. The conceptualization of readiness to accept and readiness to reject can be further investigated in the future. We expect that readiness to accept and readiness to reject are not confined to product only; services may be applicable as well. Owing to the benefits associated with the self-service technologies, several service industries have introduced SSTs to replace part of the traditional face-to-face service employee.
This transformation may arouse some problems: when consumers are not ready to
accept SSTs and/or not ready to reject the old way, what would happen? The installation of SSTs sometimes left no other option for service delivery (Reinders, Dabholkar, and Frambach 2008). In other words, the transformation forces consumers to use SSTs. The strength of the force condition can be studied, which may provide interesting results. For instance, the strength of force may moderate the effect of readiness to accept new technologies on using intention. Similarly, the strength of force may also moderate the effect of readiness to reject old technology (traditional face-to-face service delivery) on the intention of not using the traditional way. That is, there may have an interaction effect.
In our research, with the separation of readiness to accept and readiness to reject, we categorize consumers’ ownership intention into four groups. The action 2 and 4 are relatively interesting. Future research can investigate under what condition consumer will move from quadrant 2 to 1 or 4 and under what condition people will move from quadrant 3 to 1 and 4.
Figure 8 Four Actions of Ownership Intention Low
Low High
High Replacement Defer Choice
Use Old Collector
Readiness to Accept Readiness to
Reject
1 2
3 4
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