The Effects of Technology Affinity, Prior Customer Journey Experience, and Brand Familiarity on the Acceptance of Smart Service Innovations

Stefan Trautwein; Jörg Lindenmeier; and Christian Arnold

doi:10.15358/2511-8676-2021-1-36

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–2 Editorial 2–2
- 3–70 Research Articles 3–70
  - 3–19 Commentaries on the Sharing Economy: Advancing New Perspectives Martin P. Fritze, Martin Benkenstein, Russell Belk, Joann Peck, Jochen Wirtz, and Bart Claus Martin P. Fritze, Martin Benkenstein, Russell Belk, Joann Peck, Jochen Wirtz, and Bart Claus 3–19
  - 20–35 This Business Analytics Tool Looks Nice, but... I am Still Happy Without It - Evidence from the Financial Services Industry Michael Leyer, Jürgen Strohhecker, and Janina Kettenbohrer Michael Leyer, Jürgen Strohhecker, and Janina Kettenbohrer 20–35
  - 36–49 The Effects of Technology Affinity, Prior Customer Journey Experience, and Brand Familiarity on the Acceptance of Smart Service Innovations Stefan Trautwein, Jörg Lindenmeier, and Christian Arnold Stefan Trautwein, Jörg Lindenmeier, and Christian Arnold 36–49
  - 50–70 Antecedents of Frontline Employees' Customer Orientation: A Comprehensive Review Björn A. Hüttel Björn A. Hüttel 50–70
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SMR - Journal of Service Management Research , page 36 - 49

The Effects of Technology Affinity, Prior Customer Journey Experience, and Brand Familiarity on the Acceptance of Smart Service Innovations

Autoren

Stefan Trautwein Jörg Lindenmeier and Christian Arnold

DOI
- doi.org/10.15358/2511-8676-2021-1-36
- ISSN: 2511-8676
- ISSN online: 2942-3392
Zusammenfassung

In our study, a model of smart service innovation (SSI) acceptance is delineated. We assume that the effects of the customer journey experience (CJE) and technology affinity (TA) on adoption intention (IN) are mediated by consumers’ attitudes (AT) towards the adoption of SSIs. Furthermore, contingent on the level of brand familiarity (BF), this study hypothesizes a moderated mediation with regard to the ‘CJE = AT = IN’ relationship. The empirical findings are largely in line with the model hypotheses: First, technology affinity affects adoption intention indirectly via attitude towards SSIs. Second, CJE has a significant direct and indirect effect on adoption intention in the cases of average and high brand familiarity. For low brand familiarity, CJE neither has a significant direct effect nor a significant indirect effect on SSI acceptance. Based on the empirical findings, the present paper discusses implications for service management and service research, study limitations and avenues for future research.

Abstract

In our study, a model of smart service innovation (SSI) acceptance is delineated. We assume that the effects of the customer journey experience (CJE) and technology affinity (TA) on adoption intention (IN) are mediated by consumers’ attitudes (AT) towards the adoption of SSIs. Furthermore, contingent on the level of brand familiarity (BF), this study hypothesizes a moderated mediation with regard to the ‘CJE = AT = IN’ relationship. The empirical findings are largely in line with the model hypotheses: First, technology affinity affects adoption intention indirectly via attitude towards SSIs. Second, CJE has a significant direct and indirect effect on adoption intention in the cases of average and high brand familiarity. For low brand familiarity, CJE neither has a significant direct effect nor a significant indirect effect on SSI acceptance. Based on the empirical findings, the present paper discusses implications for service management and service research, study limitations and avenues for future research.
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