MEMAHAMI PENGARUH MODERASI KARAKTERISTIK KONSUMEN DAN FAKTOR SITUASIONAL DALAM PEMBENTUKAN SIKAP DAN NIAT TERHADAP PENGGUNAAN TEKNOLOGI SWA LAYAN

Abstract

The growth in service delivery options based on technology has been remarkable, including in banking services for example by using ATM (Automated Teller Machine) as an alternative choice of service of bank tellers. The problem is some individuals want to adopt self service technology (SST) while some others do not want. Therefore it is important to understand the processes underlying consumer attitude and how consumer make choices, because it is important to describing and predicting consumer behavior to use self service technology. This research investigates the core attitudinal model that is the processes underlying consumer attitude about SST in ATM services, and investigates how attitude can influences consumer intention to use that technology. The accelerating growth in SST today is also giving rise to questions about the acceptance of such form of service delivery by all kind of consumers and under different situational context. This is case study at Bank BRI which total respondents were 300 customers. All data was analyzed using statistic non parametric program with applicable for Structural Equation Model (SEM), that is Partial Least Square (PLS).The measurement result show that consumer attitude about ATM were affected by all of variables of consumer’s expectancy value component (ease of use, performance and fun). But not all of variables of personality traits component can moderate the relationships between consumer’s expectancy value component and consumer attitude about ATM. The respondents perceived that situational factors can not moderate in the relationship between consumer attitude and consumer’s intention to use that technology.