Factors Influencing the Adoption of Self Service Technology "Automated Teller Machine (Atm)" By the Jordanian Consumer

This study is concerned with the adoption of self service technology by the Jordanian users. It aims at identifying the factors affecting the adoption of this technology and the relative importance of each factor. These factors are divided into three main groups; the first group includes factors relating to automated teller machine technology and the services it provides such as quality, relative advantage, degree of complexity, service convenience. The second group is concerned with psychological factors such as motivation of use, perceived risk and need for interaction. The third group is concerned with demographic factors such as: gender, age, income, educational level. Users were divided into four levels (1) non adopters, (2) weak/light adopters, (3) moderate adopters, (4) and strong/heavy adopters depending on two main variables; usage duration, and usage frequency. A quantitative methodology was used in which a questionnaire was developed to collect the primary data necessary for achieving the research objectives. One thousand questionnaires were distributed to clients of seven major banks located in the city of Amman. The rational for choosing these banks is that they have large client bases and large number of ATMs. Suitable statistical techniques were used to analyze the data including simple and multiple regressions, and other relevant tests that which all were able to examine the study hypothesis. The study found that the first group of factors relating to the ATM technology services collectively had an effect on the extent to which ATM Technology was adopted by Jordanian customers. The consumer psychological factors (motivation, perceived risks, need for interaction), had an effect on ATM adoption collectively, but when each factor was examined separately, the need for interaction did not have an effect on the extent of ATM adoption. Finally, among the demographic factors, income and education level were found to have an effect on the extent of ATM adoption whereas gender and age did not have that effect.