Understanding Consumer Attitudes Toward Technologies Used for Service Delivery: An Examination of Influential Factors


James M. Curran

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Marketing and technology focused literatures are replete with factors that influence the formation and change of people's attitudes toward technlogies and their ussage. With teh proliferation of technologies as touchpoints between firms and their customers, it has never been more important for the firms that choose to utilize technology for customer contact to understand how those customers react to the technologies. In this research the theoretical foundations of consumer adoptions of innovations and technologies are reviewed, a model of attitude formation is developed, and the model is tested on three technologies common to the banking industry. Results show that the salient factors related to attitudes toward specific technologies used in service delivery are not consistent across technologies.

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