An Attitudinal Model of Technology Based Self Servi - - ce: Moderating Effects of Consumer Traits and Situational Factors Pratibha A. Dabholkar University of Tennessee Richard P. Bagozzi Rice University The accelerating growth in technology-based self-service today is giving rise to questions about the acceptance of such forms of service delivery by all kinds of consumers and under different situational contexts. This study investi- gates the moderating effects of consumer traits and situa- tional factors on the relationships within a core attitudinal model for technology-based self-service. An experimental design is used with perceived waiting time and social anxi- ety (through perceived crowding) as the situational treat- ments. Relevant consumer traits for technology-based self-service are examined and include inherent novelty seeking, self-efficacy with respect to technology, self- consciousness, and the need for interaction with an em- ployee. The results lend support to the hypothesized mod- erating effects. Implications for service practitioners as well as directions for future research are discussed. During the past decade, the growth in service delivery options based on technology has been remarkable. Service companies are rapidly employing various kinds of tech- nologies to facilitate their employees' jobs (Quinn 1996) and to encourage consumers to perform services for them- selves (Zinn 1993). The benefits to companies in offering service delivery based on technology are many; in Journal of the Academy of Marketing Science. Volume 30, No. 3, pages 184-201. Copyright 9 2002 by Academy of Marketing Science. particular, getting consumers to perform services for themselves by using technology can result in significant savings for the company (Barrett 1997; Blumberg 1994). In addition, many consumers are becoming increasingly familiar with using technology (Wallace 1995). Indeed, we have come a long way from Abell's (1980) discussion of customer concerns in accepting automated teller machines (ATMs) as an alternative service option to human tellers. But are consumers today quite ready to wholeheartedly embrace "technology-based self-service" (Dabholkar 1994a)? Technology-based self-service includes "on-site" options such as touch screens in department stores, infor- mation kiosks at hotels, and self-scanning in grocery stores and libraries; it also includes "off-site" options such as telephone and online banking and shopping on the Internet (Chandler 1995; Dabholkar 1994a, 2000). In addition, some automakers, retailers, and universities are starting to offer their own ATMs (Gogoi 2001). Moreover, large discount stores such as Staples, Best Buy, and Kmart are installing in-store kiosks that offer access to the Internet (Mearian 2001; Sweeney 2001), thus blurting the line between on-site and off-site options. Is this rampant enthusiasm for offering technology-based self-service, on the part of service marketers, warranted? Research has found that some consumers may actually prefer using technology-based self-service over tradi- tional service because they find it easy to use, or it helps them avoid interaction with employees (Dabholkar 1996; Meuter, Ostrom, Roundtree, and Bitner 2000). But is this