Understanding Older Consumers ’ Usage of Self-Service Banking Technologies: Test of Two Models Australian and New Zealand Marketing Academy Conference

Self-service technologies play a major role in enabling consumers to perform service delivery themselves. This requires consumers adopting this service delivery process to modify their behaviour, however some consumers may resist change. Evidence of this is particularly strong in older consumers (plus 50 years of age) where their usage of self-service banking technologies (SSBT’s) is considerably lower than for younger consumers. This paper specifically explores the beliefs, attitudes, intentions and usage behaviour of SSBT’s by older consumers through the comparison of the suitability, fit and explanatory power of two existing models, namely the Theory of Planned Behaviour (TPB) (Ajzen 1991) and Technology Acceptance Model (TAM) (Davis, Bagozzi & Warshaw 1989). Survey methodology approach using a mailed questionnaire to 600 randomly selected respondents resulted in the return of 208 (35%) usable questionnaires. The use of SSBT’s varied across the sample with 19 % (40) non-users; 19 % (40) low users (< 50 % use); and 62 % (128) moderate to high users (> 60%). The models were tested using AMOS 4.01 (Arbuckle & Wothke 1999), maximum likelihood estimation method. The TAM had a less than acceptable fit resulting in a modified TAM. The Modified TAM when compared with th