Abstract:

Guided by the Technology Readiness Index (TRI) framework, current study makes an assessment of consumer readiness to adopt self-service technologies in order to determine individual factors influencing their adoption. The research thus sought to determine the relationship between drivers and inhibitors of technology usage intention. The study targeted active individual and employer subsidised subscribers of a local major funeral service provider. Findings show a significant linear positive relationship between consumer optimism and usage intention, consumer innovativeness and usage intention, whilst there was a strong negative linear relationship between consumer insecurity and usage intention and consumer discomfort and usage intention. It was thus established that increased investment in consumer optimism and innovativeness will promote usage intentions whilst increase investment to reduce consumer insecurity and discomfort will promote usage intentions for self-service life assurance products. Contribution: This research contributes to the body of knowledge by identifying individual personality traits influencing consumer technology adoption in a funeral assurance service setting. This is particularly relevant for developing countries who are still in their infancy concerning technology adoption. Based on findings, service marketers will be able to segment customers based on their personality traits and propensity to adopt new technologies.